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| Author: | Bhattacharya, C. |
| Title: | The relationship between the marketing mix and share of category requirements |
| Journal: | Marketing Letters
1996 : JAN, VOL. 7:1, p. 5-18 |
| Index terms: | MARKETING BRAND LOYALTY MARKETING MIX |
| Language: | eng |
| Abstract: | A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. The authors discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables and conduct a latent structure regression analysis of brand-level data to test these relationships. |
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