A Study of Brand Loyalty.
The article discusses a study on brand loyalty. It is emphasized that brand loyalty can not be defined statistically. It is also noted that statistical manipulation can but indicate whether obtained differences represent actual differences or probably arise from sampling errors. The study concludes...
| Publicado en: | Journal of Applied Psychology Vol. 28; no. 1; pp. 16 - 28 |
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| Autor principal: | |
| Formato: | Artículo |
| Publicado: |
American Psychological Association
Feb44
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | The article discusses a study on brand loyalty. It is emphasized that brand loyalty can not be defined statistically. It is also noted that statistical manipulation can but indicate whether obtained differences represent actual differences or probably arise from sampling errors. The study concludes that the degree to which loyalty to brand names may be said to exist is partially a function of the method of measurement and individual interpretation. In addition, only in the case of a few products does general brand loyalty exist for all brands of a product. |
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