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Humboldt-Universität Berlin >
Sonderforschungsbereich 649: Ökonomisches Risiko, Humboldt-Universität Berlin >
SFB 649 Discussion Papers, HU Berlin >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/10419/39299
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Full metadata record
| DC Field | | Value | | Language |
| dc.contributor.author | | Silberhorn, Nadja | | en_US |
| dc.contributor.author | | Hildebrandt, Lutz | | en_US |
| dc.date.accessioned | | 2009-12-08 | | en_US |
| dc.date.accessioned | | 2010-08-26T11:56:54Z | | - |
| dc.date.available | | 2010-08-26T11:56:54Z | | - |
| dc.date.issued | | 2009 | | en_US |
| dc.identifier.uri | | http://hdl.handle.net/10419/39299 | | - |
| dc.description.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. | | en_US |
| dc.language.iso | | eng | | en_US |
| dc.publisher | | SFB 649, Economic Risk Berlin | | en_US |
| dc.relation.ispartofseries | | SFB 649 discussion paper 2009,061 | | en_US |
| dc.subject.jel | | R21 | | en_US |
| dc.subject.jel | | G11 | | en_US |
| dc.subject.jel | | J24 | | en_US |
| dc.subject.jel | | C25 | | en_US |
| dc.subject.ddc | | 330 | | en_US |
| dc.subject.keyword | | cross-category brand loyalty | | en_US |
| dc.subject.keyword | | risk aversion | | en_US |
| dc.subject.keyword | | share of category requirements | | en_US |
| dc.subject.keyword | | customer segmentation | | en_US |
| dc.subject.stw | | Konsumgut | | en_US |
| dc.subject.stw | | Produktdifferenzierung | | en_US |
| dc.subject.stw | | Markenartikel | | en_US |
| dc.subject.stw | | Customer Relationship Management | | en_US |
| dc.subject.stw | | Konsumentenverhalten | | en_US |
| dc.subject.stw | | Offenbarte Präferenzen | | en_US |
| dc.subject.stw | | Risikoaversion | | en_US |
| dc.subject.stw | | Schätzung | | en_US |
| dc.subject.stw | | Deutschland | | en_US |
| dc.title | | Is cross-category brand loyalty determined by risk aversion? | | en_US |
| dc.type | | Working Paper | | en_US |
| dc.identifier.ppn | | 614460530 | | en_US |
| dc.rights | | http://www.econstor.eu/dspace/Nutzungsbedingungen | | - |
| Appears in Collections: | | SFB 649 Discussion Papers, HU Berlin
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