Producers’ brand-dealer dual loyalty to capital equipment

This paper aims to identify the factors that affect agricultural producers’ loyalty to brand and dealer, jointly and individually, when buying agricultural capital equipment. A second objective is exploring the influence of one type of loyalty over the other, for which we resort to different settings. Our findings show distinctive determining factors for each type of loyalty, the bi-univocity of these two loyalties, and the necessary farm profile to achieve dual loyalty. Agricultural equipment companies demand this information to target farmers and design marketing strategies to make farmers loyal or disloyal, strengthen their distribution channels, and identify the best communication lines to reach potential and current customers.