Path: Top > Journal Politeknik Negeri Bandung > Jurusan Administrasi Niaga > TATA NIAGA > Volume IV Nomor 2 Mei 2004
Fenomena Double Jeopardy
Journal from JBPTPPOLBAN / 2012-04-25 15:55:51
Oleh : Agustinus Februadi
Dibuat : 2012-04-25, dengan 0 file
Keyword : loyality, small brands, large brands
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Oleh : Agustinus Februadi
Dibuat : 2012-04-25, dengan 0 file
Keyword : loyality, small brands, large brands
This article a little-known but widely occurring and empirically supported regularity in competitive markets. This regularity has been reported for a variety of loyalty or liking measures when customers choose between brands that are similar but differ in their popularity. Empirical evidence shows that small brands (less popular brands) generally attract less loyalty among their buyers than large brands do among theirs. In other words, the less popular a brand, the less loyal its buyer tend to be.
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