search query: @author Goodhardt, / total: 10
reference: 1 / 10
« previous | next »
| Author: | Ehrenberg, A. Goodhardt, G. |
| Title: | New brands: Near instant loyalty |
| Journal: | Journal of Marketing Management
2000 : JUL, VOL. 16:6, p. 607-617 |
| Index terms: | Brand loyalty Customers Product development |
| Language: | eng |
| Abstract: | An unexpected finding is that loyalty to the new brand was near-instant in some 20 cases examined so far: the new brands' average purchase frequency at launch is already at the same level as a year or two later and also as for competitive established brands. |
« previous | next »
SCIMA