In order to operationalize brand loyalty, various models have been applied that estimate brand measures and further describe patterns and the structure of the markets. A well known model in this area is the Dirichlet-NBD model. Despite major advancements to those models, how buyers' characteristics and psychographics influence actual brand measures and the overall market structure in repeat purchase occasions is still under-researched. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. Aim of this paper is to provide an approach of estimating the effect that various personality constructs have on brand measures and overall market structure through revealed preference data.
Anzmac 2008 Conference: Shifting Focus From the Mainstream To Offbeat, 2008, p. 39-39