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Showing 1 to 2 of 2 for “"Brand Switching"”.
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Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province
While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape …
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Information effects in online and digital shopping
… weaker than past missed deals at causing this brand switching, especially if the brands are not strong. This is explained by the greater devaluation caused by missing a past deal than a future deal.