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Is loyalty driving growth for the brand in front? A two-purchase analysis of car category dynamics in Thailand created by Dag Bennett and Charles Graham

By: Contributor(s): Material type: TextTextSeries: Journal of Strategic Marketing ; Volume 18, number 7,Abingdon Taylor and Francis 2010Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Online resources: Summary: Marketers are often exhorted to grow brand share through increased loyalty. To investigate this proposition, we report on an extension of the two-purchase analysis technique to a dynamic category of infrequently bought goods, new cars in Thailand. This analysis captures market structure quite well, and reveals that brand-share growth comes not from unusually high loyalty but from first time customers attracted to large brands in line with the duplication of purchase law.
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Holdings
Item type Current library Call number Vol info Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.13 JOU (Browse shelf(Opens below)) Vol.18, No.7, pages 573-585 Not for loan For in-house use only

Marketers are often exhorted to grow brand share through increased loyalty. To investigate this proposition, we report on an extension of the two-purchase analysis technique to a dynamic category of infrequently bought goods, new cars in Thailand. This analysis captures market structure quite well, and reveals that brand-share growth comes not from unusually high loyalty but from first time customers attracted to large brands in line with the duplication of purchase law.

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