A REPLICATION STUDY OF 2 BRAND-LOYALTY MEASURES

Authors
UNCLES MD HAMMOND KA EHRENBERG ASC DAVIS RE
Citation
Md. Uncles et al., A REPLICATION STUDY OF 2 BRAND-LOYALTY MEASURES, European journal of operational research, 76(2), 1994, pp. 375-384
Citations number
19
Categorie Soggetti
Management,"Operatione Research & Management Science
Journal title
European journal of operational research → ACNP
ISSN journal
03772217
Volume
76
Issue
2
Year of publication
1994
Pages
375 - 384
Database
ISI
SICI code
0377-2217(1994)76:2<375:ARSO2B>2.0.ZU;2-A
Abstract
In a systematic check across 34 US product categories, two standard me asures of brand-loyalty are found to be closely predictable from the D irichlet model of buyer behaviour in most cases. This means that marke t share is generally the dominant factor, but that there are also cert ain submarkets and isolated deviations. The general role of replicatio n studies is also briefly considered.