Year: 2010
Type: article
Abstract: In this study, the authors examine one more aspect of the elderly consumer’s brand loyalty: resistance to brand switching. This study claims that elderly consumers are not only more likely to repurchase but also actively resist switching brands once they have established a favorite brand. This study looks at the unique cognitive psychology of elderly consumers likely to cause this behavior. A better understanding of such behavior can guide efforts of firms either trying to retain their existing consumers or attempting to convert customers of rival brands to their own brands.
Institution: Lamar University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2174565244