Is your brand's loyalty too much, too little, or just right?: Explaining deviations in loyalty from the Dirichlet norm-Reference-Cited by-同舟云学术

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Is your brand's loyalty too much, too little, or just right?: Explaining deviations in loyalty from the Dirichlet norm

Published:1997-12 Issue:5 Volume:14 Page:421-435
ISSN:0167-8116
Container-title:International Journal of Research in Marketing
language:en
Short-container-title:International Journal of Research in Marketing

Author:

Bhattacharya C.B.

Publisher

Elsevier BV

Subject

Marketing

Reference26 articles.

1. Dirichlet Discrepancies: Two Clarifications;Barnard,1995

2. The relationship between the marketing mix and share of category requirements;Bhattacharya;Marketing Lett.,1996

3. Price induced patterns of competition;Blattberg;Marketing Sci.,1989

4. Brand loyalty — Fact or fiction?;Brown;Advertising Age,1952

5. The effects of advertising on brand switching and repeat purchasing;Deighton;J. Marketing Res.,1994

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