haku: @author Bhattacharya, C. B. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Bhattacharya, C. B. |
| Otsikko: | Is your brand's loyalty too much, too little, or just right?: Explaining deviations in loyalty from Dirichlet norm |
| Lehti: | International Journal of Research in Marketing
1997 : DEC, VOL. 14:5, p. 421-435 |
| Asiasana: | BRAND LOYALTY MARKET SHARE PURCHASING CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | This article investigates the factors relating to the deviations of brands actual loyalty levels from theoretical norms in packaged goods markets, by using an aggregate measure of brand loyalty, share of category requirements, commonly tracked by marketing managers. The comparison is conducted against the estimated share of requirements provided by the well established Dirichlet model of purchasing behavior. On average, brands that cater to some market niche, are bought in higher quantities, have lower, promote to a lesser extent, and have shallower price-cuts and enjoy higher than expected loyalty levels. |
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