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| Tekijä: | Lin, C. Wu, W-Y. Wang, Z-F. |
| Otsikko: | A study of market structure: brand loyalty and brand switching behaviours for durable household appliances |
| Lehti: | International Journal of Market Research
2000 : SUMMER, VOL. 42:3, p. 277-300 |
| Asiasana: | Markets Brand loyalty Consumer durables Models |
| Kieli: | eng |
| Tiivistelmä: | The main purpose of the paper is to provide an approach for analyzing market structure in terms of brand loyalty and brand switching behaviours for the purchase of durable household appliances. A three choice model (by McCarthy et al. 1992) is implemented as the main technique of this study's approach. Employed methods are factor analysis and ANOVA. The empirical data is collected on the refrigerator market of Taiwan. |
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