Econometrica: Jan 1962, Volume 30, Issue 1
The Effect of Consumer Experience on Brand Loyalty and the Structure of Market Demand
https://doi.org/0012-9682(196201)30:1<22:TEOCEO>2.0.CO;2-D
p.
22-33
Harold Demsetz
This paper deals with the subject of brand loyalty. It contains statistical tests for the presence of a learning function that leads buyers to purchase in a manner reflecting greater reliance on personal experience and less reliance on seller advertising efforts.Log In To View Full Content