The Development of Brand Loyalty: An Experimental Study
Open Access
- 1 February 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (1) , 13-19
- https://doi.org/10.1177/002224376800500101
Abstract
A field experiment with a factorial design showed that consumers developed preferences for three brands of a physically homogeneous product (beer), identical except for brand name and price. With price used as a cue to brand quality and time measured by total purchase trials, strength of brand loyalty could be explained by perceived quality and a time trend.Keywords
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