Abstract
The author presents a theoretical model of brand loyalty and brand equity. Brand equity is postulated to be a consequence of the degree of brand loyalty. By identifying the determinants of brand loyalty it is argued that the causal factors of brand equity are also identified. A simple model is delineated to explain how a household selects brands within a product category and how this leads to systematic variance across categories. Imperfect information is stressed as the principal cause of varying risk-behavior across product categories. The paper concludes with the implications for business strategy and brand management.
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Lane, R., Andersen, A. (2015). Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_25
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DOI: https://doi.org/10.1007/978-3-319-17311-5_25
Publisher Name: Springer, Cham
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