Brand discrimination

Adrian Furnham

A chapter in Head & Heart Management, 2008, pp 28-29 from Palgrave Macmillan

Abstract: Abstract All marketing people want to, or should want to, fundamentally understand their customers, their peccadilloes, peculiarities and predilections. They are captivated by the idea of customer brand loyalty. Why, when purchasing cars, or computers, or cameras – or even whisky, washing powder or window cleaner, do some consumers carefully search out brand names? Are they naïve, discriminating or savvy? Manufacturers want to get inside the heads and hearts of their customers and those who, seemingly unwisely and irrationally, buy other brands, to see what makes them tick.

Keywords: Human Resource Management; Segment Market; Brand Loyalty; Breakfast Cereal; High Social Status (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59831-7_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230598317

DOI: 10.1057/9780230598317_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().