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dc.contributor.authorSilberhorn, Nadjaen_US
dc.contributor.authorHildebrandt, Lutzen_US
dc.date.accessioned2009-12-08en_US
dc.date.accessioned2010-08-26T11:56:54Z-
dc.date.available2010-08-26T11:56:54Z-
dc.date.issued2009en_US
dc.identifier.urihttp://hdl.handle.net/10419/39299-
dc.description.abstractThe 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.en_US
dc.language.isoengen_US
dc.publisherSFB 649, Economic Risk Berlinen_US
dc.relation.ispartofseriesSFB 649 discussion paper 2009,061en_US
dc.subject.jelR21en_US
dc.subject.jelG11en_US
dc.subject.jelJ24en_US
dc.subject.jelC25en_US
dc.subject.ddc330en_US
dc.subject.keywordcross-category brand loyaltyen_US
dc.subject.keywordrisk aversionen_US
dc.subject.keywordshare of category requirementsen_US
dc.subject.keywordcustomer segmentationen_US
dc.subject.stwKonsumguten_US
dc.subject.stwProduktdifferenzierungen_US
dc.subject.stwMarkenartikelen_US
dc.subject.stwCustomer Relationship Managementen_US
dc.subject.stwKonsumentenverhaltenen_US
dc.subject.stwOffenbarte Präferenzenen_US
dc.subject.stwRisikoaversionen_US
dc.subject.stwSchätzungen_US
dc.subject.stwDeutschlanden_US
dc.titleIs cross-category brand loyalty determined by risk aversion?en_US
dc.typeWorking Paperen_US
dc.identifier.ppn614460530en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-
Appears in Collections:SFB 649 Discussion Papers, HU Berlin

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