Is cross-category brand loyalty determined by risk aversion?

The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure. This is especially true for fast moving consumer goods (FMCG) manufacturers and retail...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Silberhorn, Nadja (VerfasserIn)
Weitere Verfasser:	Hildebrandt, Lutz (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Berlin SFB 649, Economic Risk 2009
Schriftenreihe:	SFB 649 discussion paper 2009,061
Schlagworte:
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