The persistence of excess brand loyalty over multiple years
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 23 (2012)
Issue (Month): 1 (March)
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Web page: http://www.springerlink.com/link.asp?id=100312
Brand loyalty; Private labels; Double jeopardy; Dirichlet model;
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- Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
- Dekimpe, M.G. & Hanssens, D., 1995. "Empirical generalizations about market evolution and stationarity," Open Access publications from Tilburg University urn:nbn:nl:ui:12-358840, Tilburg University.
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