Resistance To Brand Switching: The Elderly Consumer

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Komal Gyani Karani
Katherine A. Fraccastoro


Brand switching, marketing, elderly consumers, quality of life


In this study, the authors examine one more aspect of the elderly consumer’s brand loyalty: resistance to brand switching. This study claims that elderly consumers are not only more likely to repurchase but also actively resist switching brands once they have established a favorite brand. This study looks at the unique cognitive psychology of elderly consumers likely to cause this behavior. A better understanding of such behavior can guide efforts of firms either trying to retain their existing consumers or attempting to convert customers of rival brands to their own brands.


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