Brand Loyalty and User Skills

The paper develops the idea that brand loyalty is a rational thing for a consumer to have. The reason is that a consumer’s experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful. In a brand switching model this implies that the consumer will switch brands only if there is an adequately large price differential and that the required price differential increases with user skills. The theory is related to standard search theory and It is shown that user skills and search costs have similar effects in the sense that either can support price dispersion in a market.