Formas de lealtad a la marcaidentificación empírica y determinación de sus principales características

Abstract

Depending on the probability of repurchase and of the degree of commitment acquired with the brand, it is pertinent to distinguís between: true loyalty, spurious loyalty or inertia and latend loyalty. In this work, the first aim we have planned is to identify empirically these forms of loyalty. Realized the corresponding typology, we will proceed to characterize each of these types of loyalty from both variables that the literature interprets as its principal precedents - satisfaction and switching cost -, from a group of factors relative to the consumer choice process elaboration - implication, deliberation and differentiation - and of certain characteristics of the consumer - the risk, variety seeking and the experience -. In this work we analyse several categories of product, specifically three: the milk, the car and the perfume