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Brands, Information, and Loyalty

Author

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  • Anand, B.N.
  • Shachar, R.

Abstract

The new decade has been called "the age of information." We show that, although information has become more accessible, the increase in the variety of products has made consumers' choices complex and uncertain. Faced with uncertainty about products' attributes offered by "umbrella brands," consumers rely on cues, such as the overall "image" of the brands. Using data on television viewing choices, we show that the effect of these "brand images" on product choices is stronger than the effect of the products' attributes. Furthermore, we demonstrate that the lack of information contributes to observed brand loyalty more than the oft-discussed "emotional attachment" to brands.

Suggested Citation

  • Anand, B.N. & Shachar, R., 2000. "Brands, Information, and Loyalty," Papers 00-16, Tel Aviv.
  • Handle: RePEc:fth:teavfo:00-16
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    References listed on IDEAS

    as
    1. Pierpaolo Battigalli & Marciano Siniscalchi, "undated". "Rationalizable Bidding in General First-Price Auctions," Working Papers 190, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
    2. Guesnerie, Roger, 1992. "An Exploration of the Eductive Justifications of the Rational-Expectations Hypothesis," American Economic Review, American Economic Association, vol. 82(5), pages 1254-1278, December.
    3. Battigalli, Pierpaolo & Siniscalchi, Marciano, 2003. "Rationalizable bidding in first-price auctions," Games and Economic Behavior, Elsevier, vol. 45(1), pages 38-72, October.
    4. Battigalli, P., 1999. "Rationalizability in Incomplete Information Games," Economics Working Papers eco99/17, European University Institute.
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    More about this item

    Keywords

    INFORMATION ; TELEVISION ; NETWORK ANALYSIS;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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