Abstract
This paper addresses the issue of “What underlies lack of brand loyalty?” Two types of problems are identified : routine ones which are solved by loyalty and persistant ones which are resistant to solution by loyalty. Differences in loyalty to product classes are demonstrated and related to problem type.
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© 2016 Academy of Marketing Science
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Woods, W.A., Osborne, D.A. (2016). Routine And Persistent Problems In Decision Making: A Problem Solving Approach to Product and Brand Choice. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_74
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DOI: https://doi.org/10.1007/978-3-319-16934-7_74
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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