Brand loyalty vs. loyalty to product attributes

Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice

Volumn 9783834937223, Issue , 2012, Pages 423-444

  Rungie, Cam ^a   Laurent, Gilles ^b  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

^b HEC PARIS   (France)

Author keywords

Attributes; Loyalty; Polarization; Repeat Rate; SCR

Indexed keywords

EID: 84930734309     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.1007/978-3-8349-3722-3_20     Document Type: Chapter

References (13)

1. Corsi, A. M./Rungie, C. M. (2011): Is the polarization index a valid measure of loyalty for evaluating changes over time?. Journal of Product and Brand Management, Vol. 20, 2, pp. 111-120.
2. Driesener, C. (2005): Empirical generalisations in the parameter values of the Dirichlet model: an examination across 50 categories. Ehrenberg Bass Institute. Adelaide, University of South Australia. PhD.
3. Ehrenberg, A. S. C./Uncles, M. D./Goodhardt, G. G. (2004): Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, Vol. 57, 12, pp. 1307-1325.
4. Fader, P. S./Schmittlein, D. C. (1993): Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing. Journal of Marketing Research, Vol. 30, 4 November.
5. Jacoby, J./Chestnut, R. W. (1978): Brand Loyalty Measurement and Management. New York, NY, John Wiley & Sons.
6. Jarvis, W./Rungie, C. M./Goodman, S./Lockshin, L. (2006): Using Polarization to Identify Variations in Behavioral Loyalty to Price Tiers. Journal of Product and Brand Management, Vol. 15, 4, pp. 257-264.
7. Jarvis, W./Rungie, C. M./Lockshin, L. (2007): The polarisation method for merging data files and analysing loyalty to product attributes, price and brands in revealed preference. International Journal of Marketing Research 49 (4 Data Integration Special Issue).
8. Kahn, B./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, Vol. 25, November, pp. 384-390.
9. Kalwani, M. U. (1980): Maximum Likelihood Estimation of Zero-Order Models Given Variable Numbers of Purchases per Household. Journal of Marketing Research XVII, pp. 547-551.
10. Rungie, C. M./Brown, B./Laurent, G./Rudrapatna, S (2005): A Standard Error Estimator for the Polarization Index: Assessing the Uncertainty in Loyalty. Marketing Bulletin 16.
11. Rungie, C. M./Goodhardt, G. J. (2004): Calculation of theoretical brand performance measures from the parameters of the Dirichlet model. Marketing Bulletin 15.
12. Sabavala, D. J./Morrison, D. G. (1977): A model of TV show loyalty. Journal of Advertising Research, Vol. 17, 6, pp. 35-43.
13. Uncles, M. D./Ehrenberg, A. S. C./Hammond K. (1995): Patterns of buyer behavior: Regularities, models and extensions. Marketing Science, Vol. 14, 3, 2 of 2, G71-G78.