The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by … for fast moving consumer goods (FMCG) manufacturers and retailers. Knowing why a customer stays loyal to a brand in … multiple product categories is necessary for deriving suitable marketing strategies in the context of a brand extension, yet …

implications of this model for understanding brand choice. We develop a multinomial logit formulation of a reference …. We also discuss the implications of a reference-dependent view of consumer choice for modeling brand choice, demonstrate …