Is cross-category brand loyalty determined by risk aversion?
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- repec:hum:wpaper:sfb649dp2012-028 is not listed on IDEAS
- Silberhorn, Nadja & Hildebrandt, Lutz, 2012. "Does umbrella branding really work? Investigating cross-category brand loyalty," SFB 649 Discussion Papers 2012-028, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
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Keywords
cross-category brand loyalty; risk aversion; share of category requirements; customer segmentation;All these keywords.
JEL classification:
- R21 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - Housing Demand
- G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
- J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
- C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
NEP fields
This paper has been announced in the following NEP Reports:- NEP-IND-2009-12-11 (Industrial Organization)
- NEP-MKT-2009-12-11 (Marketing)
- NEP-NEU-2009-12-11 (Neuroeconomics)
- NEP-UPT-2009-12-11 (Utility Models and Prospect Theory)
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