| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Effect of Sales on Brand Loyalty
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| Autores: |
Huang, Rui
Perloff, Jeffrey M.
Villas-Boas, Sofia Berto
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| Data: |
2006-02-06
|
| Ano: |
2005
|
| Palavras-chave: |
Loyalty
Sales
Industrial Organization
Marketing
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| Resumo: |
Although many theoretical industrial organization models are based on the existence of a critical mass of exogenously "brand loyal" consumers, we find little empirical evidence supporting these assumptions in the orange juice retail market. There are very few loyal consumers. More importantly, the frequency with which stores conduct sales affects the share of loyal types so that loyalty is endogenous rather than exogenous. Households demographics have statistically significant but economically minor effects on switching behavior. Switching across frozen and refrigerated states is very common, leading to more complicated substitution patterns and less loyalty than one observes looking at each state separately.
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| Tipo: |
Working or Discussion Paper
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| Idioma: |
Inglês
|
| Identificador: |
19744
http://purl.umn.edu/25062
|
| Editor: |
AgEcon Search
|
| Relação: |
University of California, Berkeley>Department of Agricultural and Resource Economics>CUDARE Working Papers
CUDARE Working Paper 1011
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| Formato: |
40
application/pdf
|
