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Loyalty to product variants - a pilot

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.
1475-3928
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), 123-132. (doi:10.1362/1475392041829555).

Record type: Article

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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More information

Published 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
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 20 Nov 2019 17:30
Last modified: 10 Nov 2021 04:00

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Contributors

Author: Jaywant Singh ORCID iD
Author: Andrew Ehrenberg
Author: Gerald Goodhardt

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