Understanding brand performance measures: Using Dirichlet benchmarks

Journal of Business Research

Volumn 57, Issue 12 SPEC.ISS., 2004, Pages 1307-1325

  Ehrenberg, Andrew S C ^a   Uncles, Mark D ^b   Goodhardt, Gerald J ^a  

^a LONDON SOUTH BANK UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF NEW SOUTH WALES   (Australia)

Author keywords

Benchmarks; Brand performance measures; Dirichlet model; Double jeopardy; Loyalty; Marketing mix; New brands; Penetration; Repeat purchase markets; Segmentation

Indexed keywords

EID: 3843089630     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2002.11.001     Document Type: Article

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