Add to ORKGInternational audienceThis research examines long-term loyalty change in a wide variety of FMCG categories in the UK and USA, over time periods between six to thirteen years. The study uses the Dirichlet S category switching parameter as the loyalty indicator. The findings provide mixed evidence. Only in 7 out of 15 UK categories and 2 of 6 US categories loyalty is slightly declining. Loyalty decline appears to be product category-specific, rather than a universal phenomenon, and furthermore appears to be a very slight and slow processCette recherche analyse l'hypothèse d'un changement à long terme de la fidélité à la marque dans une grande variété de catégories de produits de grande consommation sur des périodes allant de six à treize ans....
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s ...
The need to understand and leverage consumer-brand bonds has become critical in a marketplace charac...
Although marketers are increasingly asked to manage brands for the long-term, it is difficult to do ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
International audienceThis research examines long-term loyalty change in eight FMCG categories over ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
A common managerial belief indicates that brand loyalty declines over the years, with consumers beco...
he NBD-Dirichlet model (Goodhardt, Ehrenberg & Chatfield, 1984) has recently been described as one o...
The study investigates the long-term erosion of repeat-purchase loyalty among consumers who purchase...
Since Day (1968) and Dick & Basu (1994) the possibility that true loyalty can be distinguished from ...
Studying brand and category purchasing patterns in near-steady state markets produces generalisable ...
Analysis of brand performance based on the relationship between brand size and consumer choice behav...
excess loyalty relative to the benchmark provided by the Dirichlet Model. This paper extends the ana...
In many fast moving consumer goods (FMCG) markets small brands suffer twice in that they have less c...
Bibliography: leaves 134-145 and 157-158.158 leaves ; 30 cm.Evaluates an intervention in the marketp...
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s ...
The need to understand and leverage consumer-brand bonds has become critical in a marketplace charac...
Although marketers are increasingly asked to manage brands for the long-term, it is difficult to do ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
International audienceThis research examines long-term loyalty change in eight FMCG categories over ...
International audienceThis research examines long-term loyalty change in a wide variety of FMCG cate...
A common managerial belief indicates that brand loyalty declines over the years, with consumers beco...
he NBD-Dirichlet model (Goodhardt, Ehrenberg & Chatfield, 1984) has recently been described as one o...
The study investigates the long-term erosion of repeat-purchase loyalty among consumers who purchase...
Since Day (1968) and Dick & Basu (1994) the possibility that true loyalty can be distinguished from ...
Studying brand and category purchasing patterns in near-steady state markets produces generalisable ...
Analysis of brand performance based on the relationship between brand size and consumer choice behav...
excess loyalty relative to the benchmark provided by the Dirichlet Model. This paper extends the ana...
In many fast moving consumer goods (FMCG) markets small brands suffer twice in that they have less c...
Bibliography: leaves 134-145 and 157-158.158 leaves ; 30 cm.Evaluates an intervention in the marketp...
The marketing field first took an interest in brand loyalty on an academic level through Copeland’s ...
The need to understand and leverage consumer-brand bonds has become critical in a marketplace charac...
Although marketers are increasingly asked to manage brands for the long-term, it is difficult to do ...