Abstract
This paper studies consumer choice models empirically to measure consumer brand-loyalty in Spain. The aim of the research is to examine how different brand-loyalty variables proposed by the literature perform in the Spanish market context. We propose alternative ways to specify brand loyalty using as our main framework the Guadagni and Little (1983) model specification. The results in the Spanish market are similar to findings reported in previous research in the US and other high income country markets. Therefore, we can infer that the brand-loyalty behavior of Spanish consumers is similar.
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