Why buy the same brand twice?
Conference poster
Bennett, DR (2008). Why buy the same brand twice? LSBU Summer Research Conference 2008. London South Bank University, London 24 Jun 2008 London South Bank University.
| Authors | Bennett, DR |
|---|---|
| Type | Conference poster |
| Abstract | We can learn a lot from analysis of just two purchases--namely that most people are not loyal, but instead switch their purchases from one brand to another. This is a regular pattern for all brands, but the loyalty level for bigger brands is greater than for smaller ones. This illustrates the double jeopardy law. The surprising finding is that the law can be demonstrated with the use of small sets of survey data, making the two purchase technique valuable to smaller, less data-rich companies. |
| Keywords | Brand Loyalty; Two-Purchase analysis |
| Year | 2008 |
| Publisher | London South Bank University |
| Publisher's version | License |
| Publication dates | |
| 24 Jun 2008 | |
| Publication process dates | |
| Deposited | 28 Jul 2016 |
Permalink -
https://openresearch.lsbu.ac.uk/item/87q8z
Download files
65
total views22
total downloads4
views this month0
downloads this month
Export as
Related outputs
How 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.How do airlines buy aircraft? An empirical study of industrial buying behavior
Bennett, D. and Anesbury, Z. (2020). How do airlines buy aircraft? An empirical study of industrial buying behavior. Marketing Letters.How 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 2019Think 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 2019Work 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. 135-151Pricing 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. pp. 300-330The Effects of Brand Portfolio Management on Brand Choice Behaviour
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.Loyalty 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 International. 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 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.