This paper addresses the issue of “What underlies lack of brand loyalty?” Two types of problems are identified : routine ones which are solved by loyalty and persistant ones which are resistant to solution by loyalty. Differences in loyalty to product classes are demonstrated and related to problem type.
CITATION STYLE
Woods, W. A., & Osborne, D. A. (2016). Routine And Persistent Problems In Decision Making: A Problem Solving Approach to Product and Brand Choice. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 312–317). Springer Nature. https://doi.org/10.1007/978-3-319-16934-7_74
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