Many marketers believe that their brand can develop a unique ‘personality’ – like people have. The research reported here goes against that idea. The study shows personality traits that are attached to one brand by many of its customers are also attached to a competitor brand by many of...

Purpose The aim of this study is to identify why some brand buyers are satisfied, but are not necessarily loyal. Design/methodology/approach Based on prior literature, this study posits and tests nine potential reasons for why some satisfied buyers are loyal, and others are not. The factors...

Applications of discrete choice experiments to study consumer choice behavior have grown significantly over the past decade. Typically, discrete choice experiment data are analyzed using McFadden’s Multinomial Logit (MNL) model or a more sophisticated extension that relaxes some of MNL’s...

Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity....