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Brand Loyalty, Volume of Trade and Leapfrogging: Consumer Behavior in Markets of Durable Experience Goods

Author

Listed:
  • Martin Paredes

    (Universidad de Piura)

Abstract

We present a dynamic model that addresses how the interaction between durability and experience affects consumers’ replacement decisions. Despite obsolescence, consumers keep used goods because of quality uncertainty of new goods. Contrary to adverse selection articles, incomplete trade in secondary markets can be efficient provided experience involves idiosyncratic tastes. As some consumers decide which vintage to buy depending on past experiences, brand loyalty can be higher for new goods. When consumers’ expected experience differs across brands, the best brand exhibits higher loyalty, larger sales, longer ownership spells, and higher resale prices, results consistent with evidence from the U.S. automobile industry.

Suggested Citation

  • Martin Paredes, 2015. "Brand Loyalty, Volume of Trade and Leapfrogging: Consumer Behavior in Markets of Durable Experience Goods," Working Papers 31, Peruvian Economic Association.
    • Handle: RePEc:apc:wpaper:2015-031
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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