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Persistent Preferences in Market Place Choices

- Brand Loyalty, Choice Inertia, and Something in Between

af A. V. Muthukrishnan

indgår i Foundations and Trends (R) in Marketing serien

Persistent Preferences in Market Place Choices af A. V. Muthukrishnan
Bag om Persistent Preferences in Market Place Choices

Focuses on the type of brand loyalty that is not deeply rooted in values, emotions, and intense person-brand relationships. While some view that loyalty cannot exist without strong emotional involvement and bonding, the author suggests a milder phenomenon - persistent preference - for the chosen brand and its attributes.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781680830521
  • Indbinding:
  • Paperback
  • Sideantal:
  • 102
  • Udgivet:
  • 12. november 2015
  • Størrelse:
  • 156x234x5 mm.
  • Vægt:
  • 156 g.
  • 2-3 uger.
  • 11. december 2024

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Beskrivelse af Persistent Preferences in Market Place Choices

Focuses on the type of brand loyalty that is not deeply rooted in values, emotions, and intense person-brand relationships. While some view that loyalty cannot exist without strong emotional involvement and bonding, the author suggests a milder phenomenon - persistent preference - for the chosen brand and its attributes.

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