Review paper
The unbearable lightness of buying
Abstract
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....
Paper Details
Title
The unbearable lightness of buying
Published Date
Aug 11, 2021
Volume
38
Issue
7-8
Pages
683 - 708
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