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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...

Full description

Published in:Journal of Applied Psychology Vol. 28; no. 1; pp. 16 - 28
Main Author: Guest, Lester
Format: Article
Published: American Psychological Association Feb44
Subjects:
Brand loyalty
Brand choice
Consumer behavior
Customer satisfaction
Customer loyalty
Quantitative research
Online Access:View this record in EBSCOhost