A replication study of two brand-loyalty measures

A replication study of two brand-loyalty measures

In a systematic check across 34 US product categories, two standard measures of brand-loyalty are found to be closely predictable from the Dirichlet model of buyer behaviour in most cases. This means that market share is generally the dominant factor, but that there are also certain submarkets and i...

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Veröffentlicht in:European journal of operational research 1994-07, Vol.76 (2), p.375-384
Hauptverfasser: Uncles, M.D., Hammond, K.A., Ehrenberg, A.S.C., Davis, R.E.
Format: Artikel
Sprache:eng
Schlagworte:
Brand loyalty
Consumer behavior
Consumer behaviour
Loyalty
Market shares
Operations research
Replication studies
Stochastic models
Studies
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Beschreibung
Zusammenfassung:In a systematic check across 34 US product categories, two standard measures of brand-loyalty are found to be closely predictable from the Dirichlet model of buyer behaviour in most cases. This means that market share is generally the dominant factor, but that there are also certain submarkets and isolated deviations. The general role of replication studies is also briefly considered.
ISSN:0377-2217
1872-6860
DOI:10.1016/0377-2217(94)90116-3