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Provedor de dados:  AgEcon
País:  United States
Título:  Personal computer brand loyalty
Autores:  Jackson, Tyrone W.
Perloff, Jeffrey M.
Data:  2009-02-10
Ano:  1996
Palavras-chave:  Brands
Computers
Consumers
Markov model
Multinominal logit
Consumer/Household Economics
Resumo:  A Markov model shows the degree of brand loyalty to Apple, Compaq, IBM, and Wyse personal computers by large corporate customers of Businessland, a large reseller of personal computers in the late 1980s and early 1990s. Because Businessland temporarily lost its franchise to carry Compaq for half a year in the middle of our sample, the model captures the effect on Businessland's sales of rival brands when a name brand is eliminated and then reintroduced. Large corporate customers were brand-loyal and relatively price insensitive. Their loyalty did not diminish over time. They did not view IBM-compatible computers as perfect substitutes. Eliminating and then reintroducing a brand has different short- and long-run effects. It is difficult to explain which firms diversify, but, contrary to reports in the popular press, most firms used both Apple and IBM-compatible machines.
Tipo:  Working or Discussion Paper
Idioma:  Inglês
Identificador:  http://purl.umn.edu/47283
Relação:  University of California, Berkeley>Department of Agricultural and Resource Economics>CUDARE Working Papers
CUDARE Working Paper
790
Formato:  40
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