Building alternative models of brand inertia

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Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/21368

DC Field	Value	Language
dc.contributor.author	Jonnalagedda, Sreelata
dc.contributor.author	Chakrabarty, Patrali
dc.date.accessioned	2022-07-22T11:37:40Z	-
dc.date.available	2022-07-22T11:37:40Z	-
dc.date.issued	2010-10-30
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/21368	-
dc.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.
dc.publisher	Indian Institute of Management Bangalore
dc.relation	Building alternative models of brand inertia
dc.relation.ispartofseries	IIMB_PR_2010-11_011
dc.subject	Marketing management
dc.subject	Brand management
dc.subject	Brand development
dc.subject	Brand inertia
dc.title	Building alternative models of brand inertia
dc.type	Project-IIMB
Appears in Collections:	2010-2011

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