It's a dirichlet world: Modeling individuals' loyalties reveals how brands compete, grow, and decline

Journal of Advertising Research

Volumn 52, Issue 2, 2012, Pages 203-213

  Sharp, Byron ^a   Wright, Malcolm ^a,b   Dawes, John ^a   Driesener, Carl ^a   Meyer Waarden, Lars ^c   Stocchi, Lara ^a   Stern, Philip ^d  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

^b MASSEY UNIVERSITY   (New Zealand)

^c Ecole de Management de Strasbourg   (France)

^d LOUGHBOROUGH UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84863433981     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-52-2-203-213     Document Type: Article

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