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Brand loyalty patterns in different product areas

Date of publication: June 15, 1985

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Hugo Tranberg, Flemming Hansen

Abstract:

In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase, brand awareness, brand preference, relative importance of price and quality, is collected, also.

Hugo Tranberg

Author

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Flemming Hansen

Author

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Greig, I. D. (1998a, June 15). Brand loyalty and equity. ANA - ESOMAR. Retrieved April 25, 2024, from


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Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

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Citation

Tranberg and Hansen (1985a, June 15). Brand loyalty patterns in different product areas. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/brand-loyalty-among-mobile-phone-users