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

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