Identification of the order in which households acquire financial services has important implications for market seg­mentation and cross-selling strategies. This study illustrates a procedure by which financial institutions, based on internal records can estimate the likelihood that a customer...

Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism). The paper develops and tests psychometrically...