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Full-Text Articles in Business
Branding As Marketing Communication At The Retailers’ Environment: Store Brand Patronage And Loyalty Patterns, Polymeros Chrysochou, Athanasios Krystallis
Branding As Marketing Communication At The Retailers’ Environment: Store Brand Patronage And Loyalty Patterns, Polymeros Chrysochou, Athanasios Krystallis
Polymeros Chrysochou
No abstract provided.
Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes?, Polymeros Chrysochou, Athanasios Krystallis
Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes?, Polymeros Chrysochou, Athanasios Krystallis
Polymeros Chrysochou
Frequency of consumption has always been an important criterion for characterising and segmenting buyers. The aim of this paper is to provide a deeper understanding of the repertoire and loyalty structures between heavy and light wine buyers. Based on a study conducted with stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. The polarisation index φ (phi) is used as a measure to model loyalty. Results show that light buyers have a wider repertoire than heavy buyers, buying more small brands. In terms of loyalty, heavy buyers are more loyalty prone than light …
Brand Patronage And Loyalty Patterns: Store Vs. Manufacturer Brands In The Greek Soft Drink Category, Athanasios Krystallis, Polymeros Chrysochou, Christos Fotopoulos
Brand Patronage And Loyalty Patterns: Store Vs. Manufacturer Brands In The Greek Soft Drink Category, Athanasios Krystallis, Polymeros Chrysochou, Christos Fotopoulos
Polymeros Chrysochou
No abstract provided.