Huang, Rui; Perloff, Jeffrey; Villas-Boas, Sofia - In: Journal of Agricultural & Food Industrial Organization 4 (2007) 1, pp. 1131-1131
Although many theoretical industrial organization models are based on the existence of a critical mass of exogenously "brand loyal" consumers, we find little empirical evidence supporting these assumptions in the orange juice retail market. There are very few loyal consumers. More importantly,...