论文信息 - Correlates of Brand Loyalty: Some Positive Results

Correlates of Brand Loyalty: Some Positive Results

Studies assessing from consumer panel data the relations between household socioeconomic and personality characteristics and brand loyalty for frequently purchased packaged goods have yielded disappointing results. Using a special purpose panel, this study does suggest a relationship between personal characteristics, the shopping process, and loyalty. The paper also introduces a new measure of brand loyalty and describes the use of the AID procedure for exploratory data analysis.

J. Carman

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