Brand 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.
|Authors||Graham, C, Scriven, J and Bennett, DR|
he NBD-Dirichlet model (Goodhardt, Ehrenberg & Chatfield, 1984) has recently been described as one of marketing’s “true scientific theories” (Sharp, 2010) and yet its two assumptions of stationarity and non-partitioning cannot allow for customer or brand equity effects. The aim of this paper is first to describe the effects of brand loyalty on evolving longter market structure, and then to extend uses of the model’s parameters A, K and S as
|Publisher||London South Bank University|
|Accepted author manuscript|
|19 Jan 2012|
|Publication process dates|
|Deposited||14 Feb 2017|
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