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Empirical evidence of repertoire size

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  • Banelis, Melissa
  • Riebe, Erica
  • Rungie, Campbell M.

Abstract

Empirical research over several decades has demonstrated that the average buyer in a repeat-purchase category purchases a repertoire of brands. While the commonality of this behaviour and its implications for managers are widely cited, little is known about the characteristics of a typical repertoire, and the market factors that may influence the make-up of the repertoire. Such knowledge would be a useful precursor to the implementation of marketing efforts for brands in such categories.

Suggested Citation

  • Banelis, Melissa & Riebe, Erica & Rungie, Campbell M., 2013. "Empirical evidence of repertoire size," Australasian marketing journal, Elsevier, vol. 21(1), pages 59-65.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:59-65
    DOI: 10.1016/j.ausmj.2012.11.001
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Sitta, Desislava & Faulkner, Margaret & Stern, Philip, 2018. "What can the brand manager expect from Facebook?," Australasian marketing journal, Elsevier, vol. 26(1), pages 17-22.
    3. Trinh, Giang, 2014. "Predicting variation in repertoire size with the NBD model," Australasian marketing journal, Elsevier, vol. 22(2), pages 111-116.
    4. 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.
    5. Huang, Ava & Dawes, John & Lockshin, Larry & Greenacre, Luke, 2017. "Consumer response to price changes in higher-priced brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 1-10.

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