An exploratory analysis of cigarette price premium market share and consumer loyalty in relation to continued consumption versus cessation in a national US panel

摘要

IntroductionBrand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consumer panel.