Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.

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This research explores the effect of transportation package characteristics, both qualitative and quantitative, on the outcome of tax ballot measures with a substantial rail transit component. Seventeen recent ballot measures, each occurring in 1995 or later, in 12 communities are examined with information generated through on-site and telephone interviews and written documentation. Key findings suggest that ( a) failed campaigns may successfully be repeated with appropriate adjustments; ( b) multimodal packages tend to be more readily approved by voters; ( c) providing perceived geographic equity is both important and challenging, with one feasible approach involving decentralized planning; ( d) involving influential representatives from the business community, environmental groups, and the political community in the planning process is important in building an effective supporting coalition, although developing a package acceptable to all these groups can be difficult, and ( e) voters appear to be more sensitive to the tax expiration date than to the sales tax rate.

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