search query: @author Iyer, R. / total: 3
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| Author: | Iyer, R. Muncy, J. A. |
| Title: | The role of brand parity in developing loyal customers |
| Journal: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 222-228 |
| Index terms: | brands customers loyalty strategy |
| Language: | eng |
| Abstract: | This paper takes a look at the results of a study which indicate that high parity perceptions forbid a company's ability to develop loyal customers. The firm's type of competitive strategy has an effect on whether that is good or bad. It is important that basis for many advertising campaigns should be a clear understanding of the parity perceptions in a marketplace and the need to either develop or fight brand loyalty. |
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