Einladung
zum
Privatissimum
des Institutes fuer Betriebswirtschaftslehre
der Universitaet Wien
A-1210 Wien, Bruennerstrasse 72
Montag, 21. 10. 1996, 16:00
BWZ-Bruennerstrasse (Besprechungsraum Lehrstuhl Marketing, Zimmer
Nr. 156)
Professor Gerald Goodhart
''BRAND-LOYALTY VS STORE-LOYALTY''
This presentation outlines a methodology - based on the Dirichlet
model of buyer behaviour - for comparing brand and store loyalty. It
reports results concerning three frequently bougth products in the
UK. The main finding is that store-loyalty generally exceeds
brand-loyalty, although the difference is not great and varies by
product field.
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