search query: @author Krishnamurthi, L. / total: 8
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| Author: | Krishnamurthi, L. Papatla, P. |
| Title: | Accounting for heterogeneity and dynamics in the loyalty-price sensitivity relationship |
| Journal: | Journal of Retailing
2003 : VOL. 79:2, p. 121-135 |
| Index terms: | Brand loyalty Prices |
| Language: | eng |
| Abstract: | It has been previously studied, whether brand loyalty reduces consumer price sensitivity. It has been found that loyalty really does raise the price consumers are willing to pay for a brand. But whether and how this relationship varies across consumers and product categories and within consumers, over time, has been studied only rarely. Thus, it is the subject of this study. In particular, it is studied whether the price sensitivity-loyalty relationship is heterogenous and dynamic. The authors propose an approach wherein the price sensitivity parameter of a brand choice model is specified as a function of loyalty with three parameters. |
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