@techreport{Silberhorn2009cross,
abstract = {The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure. This is especially true for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet research on the motives, characteristics, life styles and attitudes of cross-category brand loyal customers has been investigated only in a limited number of studies. We will fill a gap in the literature on cross-category brand choice behavior by analyzing revealed preference data with respect to brand loyalty in several categories in which a brand competes. Provided with purchase and corresponding survey data we investigate the product portfolio of a leading nonfood FMCG brand. We segment consumers on the basis of their revealed brand preferences and, focusing on consumers' risk aversion, identify cross-category brand loyal customers' personality traits as determinants of their brand loyal purchase behavior.},
address = {Berlin},
author = {Nadja Silberhorn and Lutz Hildebrandt},
copyright = {http://www.econstor.eu/dspace/Nutzungsbedingungen},
keywords = {R21; G11; J24; C25; 330; cross-category brand loyalty; risk aversion; share of category requirements; customer segmentation; Konsumgut; Produktdifferenzierung; Markenartikel; Customer Relationship Management; Konsumentenverhalten; Offenbarte Pr\"{a}ferenzen; Risikoaversion; Sch\"{a}tzung; Deutschland},
language = {eng},
number = {2009,061},
publisher = {SFB 649, Economic Risk},
title = {Is cross-category brand loyalty determined by risk aversion?},
type = {SFB 649 discussion paper},
url = {http://hdl.handle.net/10419/39299},
year = {2009}
}
