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The Derivation of a Measure of Brand Loyalty Using a Markov Brand Switching Model
Journal of the Operational Research Society, 1978The purpose of the paper is to develop a useful technique for extracting a measure of brand loyalty of a product in a competitive market from aggregate data. The approach is to fit a Markov brand switching model to data upon brand shares and a measure of purchasing pressure (for example promotional share), by the method of least squares.
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Brand Switching and the Elderly Consumer
2014Marketing firms have since long been interested in retaining existing customers since it is well known that acquiring a new customer costs much more than retaining an existing one. The elderly consumers have been considered to be more prone to repurchasing known brands.
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Network analyses of brand switching behavior
International Journal of Research in Marketing, 1996Abstract Networks are extremely important in marketing because so much of marketing is relational, and network methods are important and appropriate tools for studying such structures of interconnections. In this paper, we model data that represent consumer brand switching in the French and British automobile marketplaces. We describe network methods
MARCATI, ALBERTO +3 more
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Brand choice and brand switching: a case study of relocated consumers
African Journal of Economic and Management Studies, 2017Purpose The purpose of this paper is to investigate the impact on consumer behaviour/brand choice resulting in the relocation of communities from informal to formal settlements. Design/methodology/approach A survey conducted among a probability sample of 384 consumers comprising different “socio-income” groups, who were relocated from informal ...
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1991
It is well known that brand choice can be described by a Markov chain. In order to put some structure into the transition probabilities we model brand choice as a two-stage decision process: (1) whether to continue or whether to reconsider the last choice, (2) in the latter case which brand to choose.
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It is well known that brand choice can be described by a Markov chain. In order to put some structure into the transition probabilities we model brand choice as a two-stage decision process: (1) whether to continue or whether to reconsider the last choice, (2) in the latter case which brand to choose.
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Variety Seeking Through Brand Switching
Marketing Science, 1984A concept of variety seeking behavior is modeled as a stochastic brand choice model. The model yields a measure of variety seeking for each individual consumer. Panel data for 28 products are analyzed for each household and the possibility of market segmentation by variety seeking behavior is explored.
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Analyzing Consumers’ Behavior in Brand Switching
2019Asymmetric multidimensional scaling is extended to represent differences among consumers in brand switching. The asymmetric multidimensional scaling, based on the singular value decomposition, represents asymmetric relationships among brands in the brand switching by introducing the outward tendency which corresponds to the left singular vector and the
Akinori Okada, Hiroyuki Tsurumi
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The Influence of Inertia on Brand Switching Behaviour
2015Understanding the process of switching providers is a topic of much debate and interest amongst market scholars and managers. What has not been studied in-depth until now, is the influence of inertia on customer advocacy, customer satisfaction and switching intentions.
David Gray +2 more
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An Appraisal of Markov Brand-Switching Models
Journal of Marketing Research, 1965Using no mathematics other than a simple arithmetical example, this article reviews fundamental difficulties in applying Markov theory to brand-switching data. No successful practical applications of the theory appear to be available.
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Why do consumers switch brands?
Strategic Direction, 2015Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their
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