The Role of Brand Parity in Developing Loyal Customers

Rajesh Iyer and James A. Muncy

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar.

The Role of Brand Parity in Developing Loyal Customers

Rajesh Iyer Harley Langdale, Jr., College of Business Administration, Valdosta State University

James A. Muncy Harley Langdale, Jr. College of Business Administration, Valdosta State University

There was equal contribution toward the article by both the authors. Therefore, the authors' names are listed alphabetically.

Perceived brand parity is “the overall perception held by the consumer that the differences between the major brand alternatives in a product category are small” (Muncy 1996, p. 411). If a consumer sees all the major offerings in a product category as being similar, then...

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