Abstract
In this work we investigate some of the factors that affect brand loyalty. These factors depend on the market as well as on the firm's marketing strategy. The Colombo-Morrison (C-M) brand choice model (Colombo and Morrison 1989) is applied to the market of laundry detergent for delicate clothes in Barcelona and its Metropolitan Area (Spain), in order to classify consumers as “Loyals” (consumers who do not consider any other brand than the one they are loyal to) and “Shoppers” (consumers who consider all the brands in the market before making a purchasing decision). Comparing aggregate loyalty estimates among different subsamples of consumers, we identify relationships involving loyalty, type of retailing, consumption intensity of households, and structure and intensity of competition.
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