Hunag, Rui, Jeffrey M. Perloff, and Sofia B. Villas-Boas

from ARE Update Vol. 8, No. 4, Mar/Apr, 2005

View Article PDF: Sales and Brand Loyalty

Abstract

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.

Keywords

loyal, switch, price, sale, brand

Citation

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.
https://giannini.ucop.edu/filer/file/1453327743/16693/