Brands, Information, and Loyalty

Bharat Anand and R. Shachar

Working Papers from Tel Aviv

Abstract: The new decade has been called "the age of information." We show that, although information has become more accessible, the increase in the variety of products has made consumers' choices complex and uncertain. Faced with uncertainty about products' attributes offered by "umbrella brands," consumers rely on cues, such as the overall "image" of the brands. Using data on television viewing choices, we show that the effect of these "brand images" on product choices is stronger than the effect of the products' attributes. Furthermore, we demonstrate that the lack of information contributes to observed brand loyalty more than the oft-discussed "emotional attachment" to brands.

Keywords: INFORMATION; TELEVISION; NETWORK ANALYSIS (search for similar items in EconPapers)
JEL-codes: D12 D80 L82 (search for similar items in EconPapers)
Pages: 32 pages
Date: 2000
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