DigitalCommons@Kennesaw State University
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Brand Gravity and Instant Adoption: Consumer Visitation, Loyalty, and Trip Chaining Following the Entry of a New National Coffee Chain
This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior
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