How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?

What is it about?

This analysis for alcoholic beverages confirmed that neither brand loyalty (BL) nor brand relevance in category (BRiC) influence purchase frequency in the category positively and directly, as opposed to brand schematicity (BS), the effect of which was significant and positive. We revealed degree of BS of alcoholic drinks and found that BS was slightly above average for these products compared to non-alcoholic beverages.

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