Wednesday, January 23, 2019
杭州龙凤

College of Business Administration

The Role of Brand Parity in Developing Loyal Customers

Harley Langdale, Jr., College of Business Administration, Valdosta State University

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Harley Langdale, Jr. College of Business Administration, Valdosta State University

Search for this author on this site

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Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perceptions inhibit a companys ability to develop loyal customers. Whether that is good or bad depends on the type of competitive strategy a firm has chosen. With a differentiation strategy, advertising should be used to fight parity perceptions. However, with a low price strategy, parity perceptions should be fostered in an attempt to discourage brand loyalty. Thus, a starting point for many advertising campaigns should be a clear understanding of both the parity perceptions in the marketplace and the need to either develop or fight brand loyalty.

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