Loyalty to product variants - a pilot
Loyalty to product variants - a pilot
This paper describes the first stage of a Dirichlet-based approach to analysing and understanding loyalty for SKU-based Product Variants. It has shown that the loyalty-related performance measures such as the penetration or purchase frequency of differentiated SKU-based product variants follow much the same patterns as they do for the undifferentiated brands. If this generalises to other products, locations and points in time, the finding is of conceptual as well as practical importance.
123-132
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Ehrenberg, Andrew
0526cfc4-f409-4d6b-ba25-d055720c4177
Goodhardt, Gerald
22cb2878-8fa5-49cd-8f2d-c4e11a50bff2
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Ehrenberg, Andrew
0526cfc4-f409-4d6b-ba25-d055720c4177
Goodhardt, Gerald
22cb2878-8fa5-49cd-8f2d-c4e11a50bff2
Singh, Jaywant, Ehrenberg, Andrew and Goodhardt, Gerald
(2004)
Loyalty to product variants - a pilot.
Journal of Customer Behaviour, 3 (2), .
(doi:10.1362/1475392041829555).
Abstract
This paper describes the first stage of a Dirichlet-based approach to analysing and understanding loyalty for SKU-based Product Variants. It has shown that the loyalty-related performance measures such as the penetration or purchase frequency of differentiated SKU-based product variants follow much the same patterns as they do for the undifferentiated brands. If this generalises to other products, locations and points in time, the finding is of conceptual as well as practical importance.
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e-pub ahead of print date: 1 July 2004
Identifiers
Local EPrints ID: 435768
URI: http://eprints.soton.ac.uk/id/eprint/435768
ISSN: 1475-3928
PURE UUID: 98dacb35-01d1-4004-b7c4-4e306ec1046b
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Date deposited: 20 Nov 2019 17:30
Last modified: 17 Mar 2024 03:59
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Author:
Jaywant Singh
Author:
Andrew Ehrenberg
Author:
Gerald Goodhardt
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