A Study of Market Structure: Brand Loyalty and Brand Switching Behaviours for Durable Household Appliances
Chinho LinandZhiFeng WangDepartment of Industrial Management ScienceWannYih Wu Department of Business Administration National Cheung Kung University, Taiwan
INTRODUCTION
As the product life cycle and the price increase for most durable products, consumers tend to be highly involved and become more rational in their purchase (Anirudh, 1994). These factors, combined with others, such as the prevalence of global marketing and the reduction of international trade barriers, have resulted in highly competitive markets for durable products. In todays free...