The Effects of Brand Portfolio Management on Brand Choice Behaviour
Conference paper
Henfrey, C, Graham, C and Bennett, DR (2018). The Effects of Brand Portfolio Management on Brand Choice Behaviour. Academy of Marketing Conference 2018. Stirling, Scotland, UK 02 - 05 Jul 2018 Academy of Marketing.
| Authors | Henfrey, C, Graham, C and Bennett, DR |
|---|---|
| Type | Conference paper |
| Abstract | Double Jeopardy (DJ) says brands with lower market share have far fewer buyers, and these buyers are slightly less loyal (Sharp, 2010). The Dirichlet Model has generally been used to analyse brand buying behaviour for individual brands to reveal levels of brand loyalty and switching. The long and varied pursuit of such analysis led to empirical generalizations such as the Double Jeopardy (DJ) pattern, which can be seen in brand performance metrics (BPM) like repeat buying, SCR and sole brand loyalty. These BPMs are typically viewed at an individual brand level, but this research takes the analysis a step further by analysing BPMs for corporate brand portfolios (all the brands owned by a particular company within a product category) to explore how the common strategy of having several brands within a company portfolio affects core BPMs both within and between company portfolios. The main finding from this initial research on DJ effects is that it is a useful framework for analysing corporate level portfolio performance. The main new finding is that there are indications of raised sharing of customers within portfolios compared to between portfolios. |
| Year | 2018 |
| Publisher | Academy of Marketing |
| Accepted author manuscript | License File Access Level Open |
| Publication dates | |
| 02 Jul 2018 | |
| Publication process dates | |
| Deposited | 17 Jul 2018 |
| Accepted | 13 Apr 2018 |
Permalink -
https://openresearch.lsbu.ac.uk/item/86q44
Download files
472
total views371
total downloads2
views this month2
downloads this month
Export as
Related outputs
The Double Jeopardy in high street footfall
Graham, C., O'Rourke, G and Khan, K. (2023). The Double Jeopardy in high street footfall. Journal of Place Management and Development. https://doi.org/10.1108/JPMD-10-2022-0100
Measures of Revolution on the Local High Street
Khan, K., Graham, C. and O'Rourke, G. (2023). Measures of Revolution on the Local High Street. Academy of Marketing Conference 2023. University of Birmingham 04 - 06 Jul 2023 AoM.Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities
Marjan, A., Graham, C. and Tajvidi, R. (2023). Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities. Academy of Marketing Conference 2023. University of Birmingham 04 - 06 Jul 2023 AoM.How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses
Bennett, D., Saura, JR and Barbosa, B (2022). How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses. The Journal of Technology Transfer. https://doi.org/10.1007/s10961-022-09978-2Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone
Khan, K., Graham, C. and O'Rourke, G. (2022). Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022).Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review
Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.Achieving channel leadership through B2B digital loyalty programs
Marjan, A., Graham, C. and Tajvidi, R. (2022). Achieving channel leadership through B2B digital loyalty programs. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022). Applied Science University (ASU) Bahrain.La majorite a toujours raison
Snijders, W. and Graham, C. La majorite a toujours raison. in: Snijders, W and Balusseau, V. (ed.) Mange ta soupe ! 20 experts internationaux aident les marques à bien grandir Dunod. pp. Chapitre 1Quantifying the target market for advertisers
Graham, C. and Kennedy, R. (2021). Quantifying the target market for advertisers. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.1986Investigating Undercurrents of Stationarity and Growth With Long-Term Panel Data
Dunn, S., Graham, C., Nenycz-Thiel, M. and Tanusondjaja, A. (2021). Investigating Undercurrents of Stationarity and Growth With Long-Term Panel Data. International Journal of Market Research. https://doi.org/10.1177/14707853211039189Marketing research faces two challenges and a world of opportunity with long-term panel data
Dunn, S., Graham, C., Nenycz-Thiel, M. and Tanusondjaja, A. (2021). Marketing research faces two challenges and a world of opportunity with long-term panel data. SSRN Elsevier. https://doi.org/10.2139/ssrn.3880203The unbearable lightness of buying
Dawes, J., Graham, C., Trinh, G. and Sharp, B. (2021). The unbearable lightness of buying. Journal of Marketing Management. 38 (7-8), pp. 683-708. https://doi.org/10.1080/0267257x.2021.1963308Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2021). Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing. Advances in Marketing, Customer Relationship Management, and E-Services. https://doi.org/10.4018/978-1-7998-8003-5.ch004The Generation Z Audience for In-App Advertising
Graham, C., Young, F. and Marjan, A. (2021). The Generation Z Audience for In-App Advertising. Journal of Indian Business Research. https://doi.org/10.1108/JIBR-08-2020-0275How persistent are duplication of purchase partitions
Anesbury, Z., Bennett, D. and Kennedy, R. (2021). How persistent are duplication of purchase partitions. Journal of Consumer Behaviour: an international research review. https://doi.org/10.1002/cb.1985Teaching Marketing Science
Bennett, D. (2021). Teaching Marketing Science. in: Brennan, R. and Vos, L. (ed.) Elgar Guides to Teaching: Teaching Marketing UK Elgar.A rising tide lifts all boats: the role of share and category changes in managing organic sales growth
Tanusondjaja, A., Graham, C., Dunn, S., Nenycz-Thiel, M. and McColl, Bruce (2021). A rising tide lifts all boats: the role of share and category changes in managing organic sales growth. Journal of Strategic Marketing. https://doi.org/10.1080/0965254x.2020.1817971Do bookmaker loyalty-programmes cause problem gambling?
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Do bookmaker loyalty-programmes cause problem gambling? London London South Bank University. https://doi.org/10.18744/lsbu.8q66qThe Long-Term Erosion of Repeat-Purchase Loyalty
Dawes, J, Graham, C and Trinh, G (2020). The Long-Term Erosion of Repeat-Purchase Loyalty. European Journal of Marketing. https://doi.org/10.1108/EJM-01-2018-0042Dark Social: The biggest missed opportunity in digital marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Dark Social: The biggest missed opportunity in digital marketing. Journal of Digital and Social Media Marketing. 8 (3), pp. 1-6.Who set the ball rolling? The first prescribers of OxyContin
Wright, M., Stern, P. and Graham, C. (2020). Who set the ball rolling? The first prescribers of OxyContin. European Marketing Academy Conference (EMAC) 2020 . Corvinus University of Budapest, Hungary 26 - 29 May 2020Is Category Expansion a Realistic Long-Term Objective for Established Brands?
Dunn, S, Graham, C, Tanusondjaja, A and Nenycz-Thiel, M (2020). Is Category Expansion a Realistic Long-Term Objective for Established Brands? 2020 Academy of Marketing Science World Marketing Congress Brisbane, Australia. Brisbane Australia 14 - 17 Jul 2020The Hazard of Oxycontin
Wright, M, Stern, P and Graham, C. (2019). The Hazard of Oxycontin. Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019Marketing's 60/20 Pareto Law
Sharp, B., Romaniuk, J. and Graham, C. (2019). Marketing's 60/20 Pareto Law. SSRN Elsevier . https://doi.org/10.2139/ssrn.3498097How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education
Bennett, D., Saura, J.R. and Reyes, A. (2019). How to extract meaningful Insights from UGC: A Knowledge-Based Method applied to Education. Applied Sciences. 9 (21), p. 4603. https://doi.org/10.3390/app9214603What can we learn from ancient sales ledgers?
Bennett, D. and Rabiei, A. (2019). What can we learn from ancient sales ledgers? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019Does Advertising campaign success in year 1 continue in year 2?
Bennett, D. and Berner, H. (2019). Does Advertising campaign success in year 1 continue in year 2? Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019Why include the BOP in your international marketing strategy
Nagy, M., Bennett, D. and Graham, C. (2019). Why include the BOP in your international marketing strategy. International Marketing Review. https://doi.org/10.1108/IMR-03-2019-0097A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis
Bennett, D and Saura Lacárcel, JR (2019). A Three-Stage method for Data Text Mining: Using UGC in BusinessIntelligence Analysis. Symmetry. 11 (4), p. 519. https://doi.org/10.3390/sym11040519A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets
Nagy, M, Bennett, D and Graham, C (2019). A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets. EMAC 48th Annual Conference. Hamburg, Germany 28 - 31 May 2019Premiumisation strategy as a way to grow
Graham, C, Nenycz-Thiel, M, Dawes, J and McColl, B (2019). Premiumisation strategy as a way to grow. Admap Magazine.Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP)
Bennett, D, Nagy, M and Graham, C (2019). Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP). Academy of Marketing UK. London 02 - 04 Jul 2019Majority Report
Graham, C and Snijders, W (2018). Majority Report. in: Snijders, W (ed.) Eat Your Greens Kibworth Beauchamp Troubador Publishing Ltd.Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future
Bennett, DR, Pérez-Bustamante Yábar, D and Mercado-Idoeta, C (2015). Work and Study Habits in the Interconnected Age: What It Means for Businesses of the Future. in: Peris Ortiz, M (ed.) Education Tools for Entrepreneurship Springer. pp. 135-151Social responsibility and ethics
Peleg, A and Graham, C (2017). Social responsibility and ethics. in: Sharp, B (ed.) Marketing: Theory, Evidence, Practice Melbourne, Australia Oxford University Press (OUP). pp. 640-692Pricing and Discounting
Bennett, DR, Scriven, J and Dunn, S (2017). Pricing and Discounting. in: Sharp, B (ed.) Marketing, Theory, Evidence, Practice Australia Oxford University Press (OUP). pp. 300-330Predicting Category Growth from Quarterly Penetration
Nenycz-Thiel, M, McColl, B, Dawes, J, Trinh, G and Graham, C (2018). Predicting Category Growth from Quarterly Penetration. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018How markets grow. The factors associated with category expansion.
Nenycz-Thiel, M, Graham, C, Dawes, J, McColl, B, Tanusondjaja, A, Martin, J and Victory, K (2018). How markets grow. The factors associated with category expansion. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018Loyalty Deviations and the Small Brand Syndrome.
Franke, K, Bennett, DR and Graham, C (2018). Loyalty Deviations and the Small Brand Syndrome. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018The effect of cumulative category and brand growth on competitive intensity.
Anesbury, Z, Graham, C and Bennett, DR (2018). The effect of cumulative category and brand growth on competitive intensity. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities
Bennett, DR, Pérez-Bustamante Yábar, D and Saura, J-R (2017). University Incubators May Be Socially Valuable, but How Effective Are They? A Case Study on Business Incubators at Universities. in: Peris-Ortiz, M, Gomez, J, Merigo-Lindahl, J and Rueda-Armengot, C (ed.) Entrepreneurial Universities Exploring the Academic and Innovative Dimensions of Entrepreneurship in Higher Education Cham, Switzerland Springer. pp. 83-104Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice.
Graham, C, Scriven, J and Bennett, DR (2012). Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice. International Marketing Trends Conference. Venice, Italy 19 - 21 Jan 2012 London South Bank University.What long term measures can tell us about brand loyalty
Bennett, DR, Graham, C and Clemente, M (2017). What long term measures can tell us about brand loyalty. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017Footfall, attraction and conversion; a retail empirical generalisation
Graham, C (2017). Footfall, attraction and conversion; a retail empirical generalisation. Academy of Marketing. University of Hull 03 - 06 Jul 2017Loyalty Deficits for Small Share Brands
Franke, K, Bennett, DR and Graham, C (2017). Loyalty Deficits for Small Share Brands. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017 London South Bank University.