Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen:
https://hdl.handle.net/10419/39299
Kompletter Metadatensatz
DublinCore-Feld | Wert | Sprache |
---|---|---|
dc.contributor.author | Silberhorn, Nadja | en |
dc.contributor.author | Hildebrandt, Lutz | en |
dc.date.accessioned | 2009-12-08 | - |
dc.date.accessioned | 2010-08-26T11:56:54Z | - |
dc.date.available | 2010-08-26T11:56:54Z | - |
dc.date.issued | 2009 | - |
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 |
dc.language.iso | eng | en |
dc.publisher | |aHumboldt University of Berlin, Collaborative Research Center 649 - Economic Risk |cBerlin | en |
dc.relation.ispartofseries | |aSFB 649 Discussion Paper |x2009,061 | en |
dc.subject.jel | R21 | en |
dc.subject.jel | G11 | en |
dc.subject.jel | J24 | en |
dc.subject.jel | C25 | en |
dc.subject.ddc | 330 | en |
dc.subject.keyword | cross-category brand loyalty | en |
dc.subject.keyword | risk aversion | en |
dc.subject.keyword | share of category requirements | en |
dc.subject.keyword | customer segmentation | en |
dc.subject.stw | Konsumgut | en |
dc.subject.stw | Produktdifferenzierung | en |
dc.subject.stw | Markenartikel | en |
dc.subject.stw | Customer Relationship Management | en |
dc.subject.stw | Konsumentenverhalten | en |
dc.subject.stw | Offenbarte Präferenzen | en |
dc.subject.stw | Risikoaversion | en |
dc.subject.stw | Schätzung | en |
dc.subject.stw | Deutschland | en |
dc.title | Is cross-category brand loyalty determined by risk aversion? | - |
dc.type | |aWorking Paper | en |
dc.identifier.ppn | 614460530 | en |
dc.rights | http://www.econstor.eu/dspace/Nutzungsbedingungen | en |
Datei(en):
Publikationen in EconStor sind urheberrechtlich geschützt.