The long-term erosion of repeat-purchase loyalty

Purpose The study investigates the long-term erosion of repeat-purchase loyalty among consumers who purchase brands in a one-year base period. Design/methodology/approach The study uses a five-year consumer panel of continuous reporters. We identify brand buyers in a base year, then calculate the proportion that fail to buy the brand in later years. We analyse the top 20 brands in 10 consumer goods categories. Findings We find pronounced erosion...