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.

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