Brand Choice and Loyalty Evidence from Swiss Car Registration M
By analyzing a large car registration dataset, Beat Meier shows various aspects of consumer behavior in the context of durable goods. He thereby isolates various influences on purchase decisions, e.g. the brand owned before, the price, and demographic var
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Brand Choice and Loyalty Evidence from Swiss Car Registration Microdata
Innovatives Markenmanagement Band 70
Reihe herausgegeben von Christoph Burmann, Bremen, Deutschland Manfred Kirchgeorg, Leipzig, Deutschland
Marken sind in vielen Unternehmen mittlerweile zu wichtigen Vermögenswerten geworden, die zukünftig immer häufi ger auch in der Bilanz erfasst werden k önnen. Insbesondere in reiferen Märkten ist die Marke heute oft das einzig nachhaltige Differenzierungsmerkmal im Wettbewerb. Vor diesem Hintergrund kommt der professionellen Führung von Marken eine sehr hohe Bedeutung für den Unternehmenserfolg zu. Dabei müssen zukünftig innovative Wege beschritten werden. Die Schriftenreihe will durch die Veröffentlichung neuester Forschungserkenntnisse Anstöße für eine solche Neuausrichtung der Markenführung liefern.
Weitere Bände in der Reihe http://www.springer.com/series/12286
Beat Meier
Brand Choice and Loyalty Evidence from Swiss Car Registration Microdata With a foreword by Prof. Dr. Hans Peter Wehrli
Beat Meier Zurich, Switzerland Dissertation Universität Zürich, 2019
ISSN 2627-1109 ISSN 2627-1117 (electronic) Innovatives Markenmanagement ISBN 978-3-658-28013-0 ISBN 978-3-658-28014-7 (eBook) https://doi.org/10.1007/978-3-658-28014-7 Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer Gabler imprint is published by the registered company Springer Fachmedien Wiesbaden GmbH part of Springer Nature. The registered company address is: Abraham-Lincoln-Str. 46, 65189 Wiesbaden, Germany
Foreword Brand choice and loyalty have been a central concern in marketing for a long time. Understanding the determinants of consumers’ decisions is crucial for success. Most studies focus either on purchase behavior and center around consumer goods or center the modelin
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