IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v28y2017i4d10.1007_s11002-017-9437-2.html
   My bibliography  Save this article

Brand user profiles seldom change and seldom differ

Author

Listed:
  • Zachary Anesbury

    (University of South Australia)

  • Maxwell Winchester

    (Victoria University)

  • Rachel Kennedy

    (University of South Australia)

Abstract

This study tests and extends the discovery that competing brand user profiles are broadly similar, specifically investigating the consistency of this pattern over time. Examining 700 brands in more than 60 consumer packaged goods categories, for more than 160 variables, the authors document not only that brand user profiles seldom differ but also that they seldom change much over 3 to 6 years. These findings have important implications for marketing theory and practice. For example, marketers need to focus mostly on who buys the category and what features they demand as opposed to thinking their brand buyers are very different to those of competitive brands. This paper extends the empirical results of prior brand profile findings, demonstrating their robustness and durability.

Suggested Citation

  • Zachary Anesbury & Maxwell Winchester & Rachel Kennedy, 2017. "Brand user profiles seldom change and seldom differ," Marketing Letters, Springer, vol. 28(4), pages 523-535, December.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9437-2
    DOI: 10.1007/s11002-017-9437-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-017-9437-2
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-017-9437-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. A. S. C. Ehrenberg & J. A. Bound, 1993. "Predictability and Prediction," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 156(2), pages 167-194, March.
    2. Winchester, Maxwell & Lees, Gavin, 2013. "Do radio stations in New Zealand target successfully?," Australasian marketing journal, Elsevier, vol. 21(1), pages 52-58.
    3. Patrick Barwise, 1995. "Good Empirical Generalizations," Marketing Science, INFORMS, vol. 14(3_supplem), pages 29-35.
    4. 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.
    5. Ben D. MacArthur & Richard O. C. Oreffo, 2005. "Bridging the gap," Nature, Nature, vol. 433(7021), pages 19-19, January.
    6. Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
    7. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    8. Riebe, Erica & Wright, Malcolm & Stern, Philip & Sharp, Byron, 2014. "How to grow a brand: Retain or acquire customers?," Journal of Business Research, Elsevier, vol. 67(5), pages 990-997.
    9. John Dawes & Bryon Sharp & Malcom Wrigth & Carl Driesener & Lars Meyer-Waarden & Lara Stocchi & Philip Stern, 2012. "It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline," Post-Print halshs-00862211, HAL.
    10. Romaniuk, Jenni & Dawes, John & Nenycz-Thiel, Magda, 2014. "Generalizations regarding the growth and decline of manufacturer and store brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 725-734.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kennedy, Rachel & Hartnett, Nicole, 2018. "Marketing is scrambled: All evidence-based theorists are invited to breakfast," Australasian marketing journal, Elsevier, vol. 26(4), pages 303-306.
    2. Phua, Peilin & Kennedy, Rachel & Trinh, Giang & Page, Bill & Hartnett, Nicole, 2020. "Examining older consumers’ loyalty towards older brands in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    3. Anne Sharp & Meagan Wheeler & Magda Nenycz-Thiel, 2023. "Myths and Realities of Retail Shopper Behaviour towards ‘Sustainable’ Brands," Sustainability, MDPI, vol. 15(24), pages 1-16, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Trinh, Giang & Corsi, Armando & Lockshin, Larry, 2019. "How country of origins of food products compete and grow," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 231-241.
    2. Bogomolova, Svetlana & Anesbury, Zachary & Lockshin, Larry & Kapulski, Natasha & Bogomolov, Tim, 2019. "Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 121-129.
    3. Dawes, John, 2020. "The Natural Monopoly effect in brand purchasing: Do big brands really appeal to lighter category buyers?," Australasian marketing journal, Elsevier, vol. 28(2), pages 90-99.
    4. Graham, Charles & Khan, Kamran & Ilyas, Muhammad, 2019. "Estimating the value of passing trade from pedestrian density," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 103-111.
    5. Tanusondjaja, Arry & Nenycz-Thiel, Magda & Dawes, John & Kennedy, Rachel, 2018. "Portfolios: Patterns in brand penetration, market share, and hero product variants," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 211-217.
    6. Trinh, Giang & Lam, Desmond, 2016. "Understanding the attendance at cultural venues and events with stochastic preference models," Journal of Business Research, Elsevier, vol. 69(9), pages 3538-3544.
    7. Uncles, Mark D. & Kwok, Simon, 2013. "Designing research with in-built differentiated replication," Journal of Business Research, Elsevier, vol. 66(9), pages 1398-1405.
    8. Dawes, John, 2022. "Factors that influence manufacturer and store brand behavioral loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. Jung, Sang-Uk & Zhu, John & Gruca, Thomas S., 2016. "A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets," Journal of Business Research, Elsevier, vol. 69(12), pages 5901-5908.
    10. Koll, Oliver & Plank, Andreas, 2022. "Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing," Journal of Retailing, Elsevier, vol. 98(4), pages 576-592.
    11. Mecredy, Philip & Wright, Malcolm J. & Feetham, Pamela, 2018. "Are promoters valuable customers? An application of the net promoter scale to predict future customer spend," Australasian marketing journal, Elsevier, vol. 26(1), pages 3-9.
    12. Gavin Lees & Maxwell Winchester & Sidath Silva, 2016. "Demographic product segmentation in financial services products in Australia and New Zealand," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(3), pages 240-250, September.
    13. Giang Trinh & Jenni Romaniuk & Arry Tanusondjaja, 2016. "Benchmarking buyer behavior towards new brands," Marketing Letters, Springer, vol. 27(4), pages 743-752, December.
    14. Dawes, John & Meyer-Waarden, Lars & Driesener, Carl, 2015. "Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA," Journal of Business Research, Elsevier, vol. 68(2), pages 425-432.
    15. Dawes, John, 2014. "Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data," Journal of Business Research, Elsevier, vol. 67(9), pages 1933-1943.
    16. Gauthier Casteran & Polymeros Chrysochou & Lars Meyer-Waarden, 2019. "Brand loyalty evolution and the impact of category characteristics," Marketing Letters, Springer, vol. 30(1), pages 57-73, March.
    17. Nardi, Vinicius Antonio Machado & Jardim, William Carvalho & Ladeira, Wagner Júnior & Santini, Fernando, 2020. "A meta-analysis of the relationship between customer participation and brand outcomes," Journal of Business Research, Elsevier, vol. 117(C), pages 450-460.
    18. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.
    19. Anesbury, Zachary William & Talbot, Danielle & Day, Chanel Andrea & Bogomolov, Tim & Bogomolova, Svetlana, 2020. "The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. Trinh, Giang & Wright, Malcolm J., 2022. "Predicting future consumer purchases in grocery retailing with the condensed Poisson lognormal model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9437-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.