An Empirical Study of Brand Switching for a Retail Service.

Saved in:

Bibliographic Details
Title:	An Empirical Study of Brand Switching for a Retail Service.
Authors:	Morgan, Michael S., Dev, Chekitan S.
Source:	Journal of Retailing. Fall94, Vol. 70 Issue 3, p267-282. 16p. 1 Diagram, 3 Charts.
Subjects:	Brand choice, Retail industry
Abstract:	Presents a study which aims to identify and measure the relative influence of different factors contributing to brand switching or consumers' changing of preferences in a retail service context. Model of probability of lodging brand switching and repeat purchase; Relative influence of the variables individually and by type; Strategic marketing implications.
Database:	Psychology and Behavioral Sciences Collection

Description
Abstract:	Presents a study which aims to identify and measure the relative influence of different factors contributing to brand switching or consumers' changing of preferences in a retail service context. Model of probability of lodging brand switching and repeat purchase; Relative influence of the variables individually and by type; Strategic marketing implications.
ISSN:	00224359
DOI:	10.1016/0022-4359(94)90036-1