Brand choice is the biased, mindful and behavioural tendency which direct consumer's predisposition toward a brand …. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand … loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the …

The extant literature on price promotions typically assumes thatconsumers loyal to a brand never switch to a competing … brand, withShilony (1977) and Raju et al (1990) being exceptions. Extendingthe Narasimhan (1988) model, we allow loyal … reservation utility, brand strengthand switcher population. The type of equilibrium for high brand loyaltycorresponds to the one …