Segmentation of Consumers According to Their Attachment to the Brand and Their Propensity to Switch to Competing Brands (Conceptual and Methodological Framework)

Simeon Jelev
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Simeon Jelev: University of National and World Economy, Sofia, Bulgaria

Economic Alternatives, 2010, issue 1, 61-68

Abstract: In the article, a conception of brand segmentation measuring based on the brand loyalty, is presented. A future model is being given just a bold outline. That model should include indicators such as level of satisfaction with the present brand, availability of better brands alternatives, level of the switching costs, involvement with the product category and attitude towards future purchases.

Keywords: brand; brand segmentation; brand loyalty; switching attitudes; marketing research (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:eajour:y:2010:i:1:p:61-68

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