Journal Of The Econometric Society

An International Society for the Advancement of Economic
Theory in its Relation to Statistics and Mathematics

Edited by: Guido W. Imbens • Print ISSN: 0012-9682 • Online ISSN: 1468-0262

Econometrica: Jan, 1962, Volume 30, Issue 1

The Effect of Consumer Experience on Brand Loyalty and the Structure of Market Demand<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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