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Title:Is cross-category brand loyalty determined by risk aversion? PDF Logo
Authors:Silberhorn, Nadja
Hildebrandt, Lutz
Issue Date:2009
Series/Report no.:SFB 649 discussion paper 2009,061
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.
Subjects:cross-category brand loyalty
risk aversion
share of category requirements
customer segmentation
JEL:R21
G11
J24
C25
Document Type:Working Paper
Appears in Collections:SFB 649 Discussion Papers, HU Berlin

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