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A Study for Brand Switching and Brand Loyalty
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- Suyama Noriyuki
- Graduate School of Commerce, Senshu University
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- Namatame Takashi
- School of Commerce, Senshu University
Bibliographic Information
- Other Title
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- ブランド・スイッチとブランド・ロイヤルティに関する考察
Description
In commodity market, repeat purchases of customers are a basis of profit. Hence, it becomes an important key to succeed a brand strategy how the brand gets brand loyalty from consumer. In this presentation, we show an analytical model to grasp brand switching and brand loyalty, and then we consider the relationship among competing brands through our analysis using a real ID-POS data of a supermarket. To do this, we propose an analytical model to grasp them based on the model of Moriguchi (2003). Moreover, to consider the framework or RFM analysis, we investigate how bring up brand loyalty.
Journal
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- Abstracts of Annual Conference of Japan Society for Management Information
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Abstracts of Annual Conference of Japan Society for Management Information 2008f (0), 92-92, 2008
THE JAPAN SOCIETY FOR MANAGEMENT INFORMATION (JASMIN)
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Details 詳細情報について
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- CRID
- 1390282680686523008
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- NII Article ID
- 130005049342
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- Text Lang
- ja
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- Data Source
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- JaLC
- CiNii Articles
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- Abstract License Flag
- Disallowed