Is cross-category brand loyalty determined by risk aversion?
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- Nadja Silberhorn & Lutz Hildebrandt, 2012. "Does umbrella branding really work? Investigating cross-category brand loyalty," SFB 649 Discussion Papers SFB649DP2012-028, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
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Keywordscross-category brand loyalty; risk aversion; share of category requirements; customer segmentation;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-ALL-2009-12-11 (All new papers)
- NEP-IND-2009-12-11 (Industrial Organization)
- NEP-MKT-2009-12-11 (Marketing)
- NEP-NEU-2009-12-11 (Neuroeconomics)
- NEP-UPT-2009-12-11 (Utility Models & Prospect Theory)
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