Research on brand loyalty from the repeat purchase approach has extensively aimed at describing the structure of the market and defining loyalty patterns. Various models, such as the NDB-Dirichlet, have been used successfully to describe patterns and structure of the markets. A drawback of such models is their inability to incorporate the way buyers' characteristics and psychographics influence the overall market structure and loyalty performance in repeat purchase occasions. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. This paper aims to provide an approach of estimating the effect of psychographics on loyalty performance and market structure of brands through revealed preference data.
Brand loyalty; Juster probability scale; Repeated binary logit; MAPP
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The 38th European Marketing Academy Conference: Marketing and the Core Disciplines: Rediscovering References, 2009