search query: @author Scriven, J. / total: 4
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| Author: | Scriven, J. Ehrenberg, A. |
| Title: | Brand loyalty: now you see it, now you do not (Konsumentverhalten) |
| Journal: | Marketing and Research Today
1994 : MAY, VOL. 22:2, p. 99-106 |
| Index terms: | |
| Freeterms: | MARKENARTIKEL |
| Language: | eng |
| Abstract: | Marketing people often believe that some brands are stronger than others. Brands are expected to differ in consumer loyalty, brand equity, positioning, image, core values, extensibility, and so on. In this paper the authors discuss the problem of seeing and communicating the brand loyalty patterns and the like which exist in our markets. It is based on a real life but coded case history using consumer panel data. |
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