Article | Journal of Marketing Research (JMR) | May 2004

Brands as Beacons: A New Source of Loyalty to Multiproduct Firms

by Bharat Anand and Ron Shachar

Keywords: Brands and Branding; Customer Satisfaction; Product; Business Ventures;

Citation:

Anand, Bharat, and Ron Shachar. "Brands as Beacons: A New Source of Loyalty to Multiproduct Firms." Journal of Marketing Research (JMR) 41, no. 2 (May 2004): 135–150. (Lead Article) and (Formerly titled: "Multiproduct Firms, Information, and Loyalty.")