Brand Loyalty: The Link between Attitude and Behavior
Joel Rubinson and Allan L. Baldinger
Much has been written about the importance of brand loyalty as a key determinant of brand choice and brand equity. David Aaker (1991) wrote, 'The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, . . .there is likely little equity.'
From a modeling point of view, all articles known to the authors written about predicting an individual's choice or market share state...