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.
AuthorsBennett, DR
TypeConference 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.

KeywordsBrand Loyalty; Two-Purchase analysis
Year2008
PublisherLondon South Bank University
Publisher's version
License
CC BY 4.0
Publication dates
Print24 Jun 2008
Publication process dates
Deposited28 Jul 2016
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https://openresearch.lsbu.ac.uk/item/87q8z

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