Brand Choice and Loyalty

Evidence from Swiss Car Registration Microdata
1. Auflage 2020
ISBN: 978-3-658-28013-0
Verlag: Springer

Buch, Englisch, 109 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 177 g

Reihe: Innovatives Markenmanagement

By analyzing a large car registration dataset, Beat Meier shows various aspects of consumer behavior in the context of durable goods. He thereby isolates various influences on purchase decisions, e.g. the brand owned before, the price, and demographic variables. Furthermore, he investigates the short-term effects of tax incentives and reputation shocks on brand choice and brand loyalty. The dataset used is very unique and allows a longitudinal examination of the cars owned by a person. This permits to gain insights on consumer behavior of durable goods that are relatively expensive and bought infrequently.

Zielgruppe

Research

Autoren/Hrsg.

Meier, Beat

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

General Understanding of Consumer Behavior Regarding Choice and Loyalty.- Influences of Demographic Factors on Brand Choice and Loyalty.- Effects of Incentives on Purchase Behavior.- Formation of Brand Loyalty over Time.

Über Autor(innen)

Beat Meier studied banking & finance and completed his doctorate in business administration at the Department of Business Administration at the University of Zurich, Switzerland. His focus is the quantitative analysis of consumer behavior in the context of durable goods.