Ein Discrete Choice-Modell zur Erklärung von Markentreue auf Grundlage von Theorien des Lernens und der wahrgenommenen Unsicherheit

Bernhard Baumgartner and Harald Hruschka
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Bernhard Baumgartner: Universität Regensburg
Harald Hruschka: Universität Regensburg

Schmalenbach Journal of Business Research, 2002, vol. 54, issue 4, 299-316

Abstract: Summary In the Marketing literature, there are a number of discrete choice models which incorporate brand-loyalty. A model introduced by Guadagni and Little (1983) has proven its ability to measure loyalty in several applications, but this model does not explain why consumers develop loyalty. In this paper, a model is introduced, which is based on psychological constructs like learning and perceived uncertainty. In an empirical application it is shown that the fit of this model is comparable to the fit of the Guadagni/Little model. Furthermore the introduced model includes an approach to explain brand-loyalty and enables management implications, that do not arise from the Guadagni/Little model.

Keywords: M31; C35 (search for similar items in EconPapers)
Date: 2002
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DOI: 10.1007/BF03372680

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