Showing papers on "Brand equity published in 1974"

Automobile brand loyalty

Abstract: A new measure of brand loyalty was constructed which reflected the amount of brand deliberation as well as whether the old brand was repurchased. The new measure was found to be superior to brand repurchase information alone in multivariate analyses of brand loyalty for automobiles. The findings emphasized that brand loyalty is a matter of degree and that the majority of car buyers are open to inducements to change brands. Brand loyalty was found to vary with occupation, optimism about future business conditions, the number of cars bought in the last 10 years, education and satisfaction with the old car.