eBook

Meier

Brand Choice and Loyalty

Evidence from Swiss Car Registration Microdata

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53,49 €

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eBook. PDF

eBook

2019

109 S. XVI, 109 p. 11 illus., 2 illus. in color..

In englischer Sprache

Springer Gabler. ISBN 978-3-658-28014-7

Das Werk ist Teil der Reihe: Innovatives Markenmanagement

Produktbeschreibung

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.

Contents

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

Target Groups

Researcher and students of business administration, marketing, branding, consumer behavior, decision theory
Experts in the automotive industry, durable goods, marketing, branding

About the Author

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.