Original paper
Consumer Learning, Brand Loyalty, and Competition
Abstract
In several markets, consumers can gain further information regarding how well a product fits their preferences only by experiencing it after purchase. This could then generate loyalty for the products tried first. This paper considers a model in which consumers learn in the first period about the product they buy and then make choices in the second period about the competing products, given what they learned in the first period. The paper finds...
Paper Details
Title
Consumer Learning, Brand Loyalty, and Competition
Published Date
Feb 1, 2004
Journal
Volume
23
Issue
1
Pages
134 - 145
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Notes
History