The double jeopardy loyalty effect using discrete choice models
Jos Maria Labeaga-Azcona
Carlos III University
Universidad de Salamanca
This paper focuses attention on one of the principal brand equity bases: brand loyalty (Aaker 1991). The importance of brand loyalty has been recognised in the marketing literature for at least three decades (Howard & Sheth 1969). Many firms continue to implement customer loyalty activities, such as loyalty cards or frequent user programmes in order to increase customer loyalty.
According to one of the few law-like generalisations in marketing (Ehrenberg et al.1990), larger...