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The persistence of excess brand loyalty over multiple years

Author

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  • Vipul Pare

    ()

  • John Dawes

    ()

Abstract

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Suggested Citation

  • Vipul Pare & John Dawes, 2012. "The persistence of excess brand loyalty over multiple years," Marketing Letters, Springer, vol. 23(1), pages 163-175, March.
  • Handle: RePEc:kap:mktlet:v:23:y:2012:i:1:p:163-175
    DOI: 10.1007/s11002-011-9144-3
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    File URL: http://hdl.handle.net/10.1007/s11002-011-9144-3
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    References listed on IDEAS

    as
    1. Peter J. Danaher & Isaac W. Wilson & Robert A. Davis, 2003. "A Comparison of Online and Offline Consumer Brand Loyalty," Marketing Science, INFORMS, vol. 22(4), pages 461-476, February.
    2. Mark Uncles & Andrew Ehrenberg & Kathy Hammond, 1995. "Patterns of Buyer Behavior: Regularities, Models, and Extensions," Marketing Science, INFORMS, vol. 14(3_supplem), pages 71-78.
    3. 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.
    4. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
    5. 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.
    6. Uncles, M. D. & Hammond, K. A. & Ehrenberg, A. S. C. & Davis, R. E., 1994. "A replication study of two brand-loyalty measures," European Journal of Operational Research, Elsevier, vol. 76(2), pages 375-384, July.
    7. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "Empirical Generalizations About Market Evolution and Stationarity," Marketing Science, INFORMS, vol. 14(3_supplem), pages 109-121.
    8. Barwise, T Patrick & Ehrenberg, Andrew S C, 1987. " The Liking and Viewing of Regular TV Series," Journal of Consumer Research, Oxford University Press, vol. 14(1), pages 63-70, June.
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    Cited by:

    1. Edwin Love & Mark Staton & Jeff D. Rotman, 2016. "Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty," Marketing Letters, Springer, vol. 27(4), pages 661-674, December.

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