| Author: | Wansink, B. Ray, M.L. |
| Title: | Estimating an advertisement's impact on one's consumption of a brand |
| Journal: | Journal of Advertising Research
2000 : NOV-DEC, VOL. 40:6, p. 106-113 |
| Index terms: | ADVERTISING RESEARCH BRAND CHOICE BRAND LOYALTY |
| Language: | eng |
| Abstract: | The basic contention of this article is that the actual purchasing of consumable brands with high market share is of secondary interest (at least initially) since sufficient quantities of these brands (e.g. Campbell's Soup, Quaker Oats, etc.) are already possessed by most households and must be depleted from inventory before repurchase can occur. When consumers are highly loyal to a brand, inventory depletion will eventually lead to the repurchase of the brands, thereby increasing sales. |
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