search query: @author Hollis, N. / total: 5
reference: 3 / 5
| Author: | Farr, A. Hollis, N. |
| Title: | What do you want your brand to be when it grows up: big and strong ? |
| Journal: | Journal of Advertising Research
1997 : NOV/DEC, VOL. 37:6, p. 23-36 |
| Index terms: | BRAND LOYALTY CONSUMER BEHAVIOUR ATTITUDES |
| Language: | eng |
| Abstract: | In the paper, it is sought to demonstrate that brand size alone does not dictate behavioural loyalty and that attitudes toward a brand (consumer equities) do have an important role to play in determining a brand's success. Brands typically do adhere to the Double Jeopardy relationship under conditions of stability. It is, however, possible for brands to create a stable and potentially long lasting deviation from that underlying relationship. |
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