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Building alternative models of brand inertia

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Issue DateTitleSub-TitleAuthor(s)Journal NameVolume NumberIssue NumberPages
130-Oct-2010Building alternative models of brand inertia-Jonnalagedda, Sreelata ; Chakrabarty, Patrali 

Description

Abstract
Most of the models of brand inertia assume consumers to be one of the extremes: inertial or switchers. We propose to investigate the possibility of a fluid model of consumer inertia, where each consumer based on his type would have his own degree of inertia towards the brand. Given the variable propensity to switch, a firm may have to differentiate their strategy of exerting effort through the marketing mix variables.
 
Keyword(s)
Marketing management
Brand management
Brand development
Brand inertia

Primary Data

Project title
Building alternative models of brand inertia
Project Coordinator
Organization
 
Status
Completed
Expected Completion
30-10-2010
 
Co-Investigator(s)