Einladung

zum

Privatissimum

des Institutes fuer Betriebswirtschaftslehre der Universitaet Wien A-1210 Wien, Bruennerstrasse 72

Montag, 21. 10. 1996, 16:00

BWZ-Bruennerstrasse (Besprechungsraum Lehrstuhl Marketing, Zimmer Nr. 156)

Professor Gerald Goodhart ''BRAND-LOYALTY VS STORE-LOYALTY''

This presentation outlines a methodology - based on the Dirichlet model of buyer behaviour - for comparing brand and store loyalty. It reports results concerning three frequently bougth products in the UK. The main finding is that store-loyalty generally exceeds brand-loyalty, although the difference is not great and varies by product field. =========================================================================