Dual branding: how corporate names add value

John Saunders (Loughborough University Business School, Loughborough, Leicestershire, UK)
Fu Guoqun (Wuhan University Business School, China and Loughborough University, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 December 1996


The deference towards brands that motivated yesterday’s consumers to purchase is no longer so evident in today’s shopping environment. As consumers become more sophisticated in their assessment of brands and more demanding in their requirements, brand management will need to develop more substantive market models to regain the initiative. Outlines an empirical model of brand loyalty that provides diagnostic data to support the management of brand loyal behaviour and customer equity in grocery markets.



Saunders, J. and Guoqun, F. (1996), "Dual branding: how corporate names add value", Marketing Intelligence & Planning, Vol. 14 No. 7, pp. 29-34. https://doi.org/10.1108/02634509610152682

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Copyright © 1996, MCB UP Limited

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