Sales and Brand Loyalty
Hunag, Rui, Jeffrey M. Perloff, and Sofia B. Villas-Boas
Consumers surprisingly exhibit little loyalty to either national brands or private labels for orange juice. Consumers also switch frequently between frozen and refrigerated orange juice. Switching is enhanced when stores hold frequent sales of orange juice products.
loyal, switch, price, sale, brand
Hunag, Rui, Jeffrey M. Perloff, and Sofia B. Villas-Boas. 2005. "Sales and Brand Loyalty." ARE Update 8(4): 6-7. University of California Giannini Foundation of Agricultural Economics.