Dual branding: how corporate names add value

Abstract

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.

Citation

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