Personal computer brand loyalty
| dc.creator | Jackson, Tyrone W. | |
| dc.creator | Perloff, Jeffrey M. | |
| dc.date | 2017-04-01T19:48:03Z | |
| dc.date.accessioned | 2026-07-09T04:40:37Z | |
| dc.description | A Markov model shows the degree of brand loyalty to Apple, Compaq, IBM, and Wyse personal computers by large corporate customers of Businessland, a large reseller of personal computers in the late 1980s and early 1990s. Because Businessland temporarily lost its franchise to carry Compaq for half a year in the middle of our sample, the model captures the effect on Businessland's sales of rival brands when a name brand is eliminated and then reintroduced. Large corporate customers were brand-loyal and relatively price insensitive. Their loyalty did not diminish over time. They did not view IBM-compatible computers as perfect substitutes. Eliminating and then reintroducing a brand has different short- and long-run effects. It is difficult to explain which firms diversify, but, contrary to reports in the popular press, most firms used both Apple and IBM-compatible machines. | |
| dc.identifier | doi:10.22004/ag.econ.47283 | |
| dc.identifier | https://ageconsearch.umn.edu/record/47283/files/CUDARE%20790%20Perloff.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/47283 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/553365 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/47283 | |
| dc.title | Personal computer brand loyalty | |
| dc.type | Text |