The unbearable lightness of buying

Although marketers are increasingly asked to manage brands for the long term, it is difficult to do so when no clear picture exists of long-term brand buying. This study reports cumulative behavioural loyalty outcomes for 200 UK consumer-goods brands when observed in a five-year household panel of continuous reporters. We examine these brands in intervals from one to five years against NBD (Negative Binomial Distribution) model projections....