Measuring customer loyalty to product variants

International Journal of Market Research

Volumn 50, Issue 4, 2008, Pages 513-532

  Singh, Jaywant ^a,g   Ehrenberg, Andrew ^b,e   Goodhardt, Gerald ^b,c,d,e,f  

^a Kingston University   (Australia)

^b Market Research Society

^c City University

^d KINGSTON UNIVERSITY   (United Kingdom)

^e LONDON SOUTH BANK UNIVERSITY   (United Kingdom)

^f UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

^g KINGSTON UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 47849105649     PISSN: 14707853     EISSN: None     Source Type: Journal    
DOI: 10.1177/147078530805000408     Document Type: Article

References (31)

1. Aaker, D. (1996) Building Strong Brands. Boston, MA: Free Press.
2. Ailawadi, K., Lehmann, D. & Neslin, S. (2001) Market response to a major policy change in the marketing mix: learning from Procter and Gamble's value pricing strategy. Journal of Marketing, 65, 1 (January), pp. 44-61.
3. Andrews, R.L. & Manrai, A.K. (1999) MDS maps for product attributes and market response. Marketing Science, 18, 4, pp. 584-604.
4. Bawa, K. & Shoemaker, R. (2004) The effect of free samples promotions on incremental brand sales. Marketing Science, 23, 3, pp. 345-363.
5. Bergen, M., Datta, S. & Shugan, S. (1996) Branded variants: a retail perspective. Journal of Marketing Research, 33, 1 (February), pp. 9-19.
6. Bhattacharya, C.B. (1997) Is your brand's loyalty too much, too little, or just right? Explaining deviations in loyalty from the Dirichlet norm. International Journal of Research in Marketing, 14, 5, pp. 421-435.
7. Bhattacharya, C.B., Fader, P.S., Lodish, L.M. & DeSarbo, W. (1996) The relationship between the marketing mix and share of category requirements. Marketing Letters, 7, 1, pp. 5-18.
8. Bucklin, R. & Gupta, S. (1999) Commercial Use of UPC ScannerData: Industry and Academic Perspectives. Cambridge, MA: Marketing Science Institute.
9. Campbell, M.C. & Goodstein, R.C. (2001) The moderating effect of perceived risk on consumers' evaluation of product incongruity: preference for the norm. Journal of Consumer Research, 28, 3 (December), pp. 439-449.
10. Danaher, P.J., Wilson, I.W. & Davis, R.A. (2003) A comparison of online and offline consumer brand loyalty. Marketing Science, 22, 4 (Autumn), pp. 461-476.
11. Desai, K.K. & Ratneshwar, S. (2003) Consumer perceptions of product variants positioned on atypical attributes. Journal of the Academy of Marketing Science, 31, 1, pp. 22-35.
12. East, R., Vanhuele, M. & Wright, M. (2008) Consumer Behaviour: Applications in Marketing. London: Sage.
13. Ehrenberg, A.S.C. & Goodhardt, G.J. (1970) Pack-size rates of buying. Applied Economics, 2, 1, pp. 15-26.
14. Ehrenberg, A.S.C., Goodhardt, G.J. & Barwise, P. (1990) Double jeopardy revisited. Journal of Marketing, 54, 3 (July), pp. 82-91.
15. Ehrenberg, A.S.C., Uncles, M.D. & Goodhardt, G.J. (2004) Understanding brand performance measures: using Dirichlet benchmarks. Journal of Business Research, 57, 12 (December), pp. 1307-1325.
16. Engel, J.F., Blackwell, R.D. & Miniard, P.W. (1995) Consumer Behaviour (8th edn). Orlando, FL: Dryden Press.
17. Fader, P.S. & Hardie, B. (1996) Modelling consumer choice among SKUs. Journal of Marketing Research, 33, 4 (November), pp. 442-452.
18. Fader, P.S. & Schmittlein, D.C. (1993) Excess behavioural loyalty for high-share brands: deviations for the Dirichlet model for repeat purchasing. Journal of Marketing Research, 30, 4, pp. 478-493.
19. Goodhardt, G.J., Ehrenberg, A.S.C & Chatfield, C. (1984) The Dirichlet: a comprehensive model of buying behaviour. Journal of the Royal Statistical Society, 147 (part 5), pp. 621-655.
20. Guadagni, P.M. & Little, J.D.C. (1983) A logit model of brand choice calibrated on scanner data. Marketing Science, 2, 3 (Summer), pp. 203-238.
21. Kahn, B.E., Kalwani, M.U. & Morrison, D.G. (1988) Niching versus change-of-pace brands: using purchase frequencies and penetration rates to infer brand positionings. Journal of Marketing Research, 25, 4 (November), pp. 384-390.
22. Kearns, Z. (2000) Dirichlet no solver software. Working paper, Massey University, New Zealand.
23. Kennedy, R. & Ehrenberg, A. (2001) There is no brand segmentation. Marketing Research, 13, 1 (Spring), pp. 4-7.
24. Kotler, P. (1999) Marketing Management: Analysis, Planning, Implementation and Control (9th edn). Upper Saddle River, NJ: Prentice Hall.
25. Lomax, W. & McWilliam, G. (2001) Consumer response to line extensions: trial and cannibalisation effect. Journal of Marketing Management, 17, 3-4, pp. 391-406.
26. Ratneshwar, S., Warlop, L., Mick, D. & Seeger, G. (1997) Benefit salience and consumers' selective attention to product features. International Journal of Research in Marketing, 14, 3 (July), pp. 245-259.
27. Reddy, S.K., Holak, S.L. & Bhat, S. (1994) To extend or not to extend: success determinants of line extensions. Journal of Marketing Research, 31, 2 (May), pp. 243-262.
28. Sharp, B. & Dawes, J. (2001) What is differentiation and how does it work? Journal of Marketing Management, 17, 7-8, pp. 739-759.
29. Shugan, S. (2005) Brand loyalty programs: are they shams? Marketing Science, 24, 2 (Spring), pp. 185-193.
30. Singh, J., Ehrenberg, A. & Goodhardt, G. (2004) Loyalty to product variants: a pilot. Journal of Customer Behaviour, 3, 2, pp. 123-132.
31. Sinha, A., Inman, J.J., Wang, Y. & Park, J. (2005) Attribute drivers: a factor analytic choice map approach for understanding choices among SKUs. Marketing Science, 24, 3, pp. 351-366.