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It's a dirichlet world: Modeling individuals' loyalties reveals how brands compete, grow, and decline

Sharp, Byron, Wright, Malcolm, Dawes, John, Driesener, Carl Barrie, Meyer-Waarden, Lars, Stocchi, Lara and Stern, Philip 2012, It's a dirichlet world: Modeling individuals' loyalties reveals how brands compete, grow, and decline, Journal of advertising research, vol. 52, no. 2, pp. 203-213, doi: 10.2501/JAR-52-2-203-213.

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Title It's a dirichlet world: Modeling individuals' loyalties reveals how brands compete, grow, and decline
Author(s) Sharp, Byron
Wright, Malcolm
Dawes, John
Driesener, Carl Barrie
Meyer-Waarden, Lars
Stocchi, Lara
Stern, Philip
Journal name Journal of advertising research
Volume number 52
Issue number 2
Start page 203
End page 213
Total pages 11
Publisher World Advertising Research Centre
Place of publication Abingdon, Eng.
Publication date 2012
ISSN 1740-1909
Keyword(s) modelling
dirichlet world
marketing
marketing management
consumer
Summary The Dirichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance. The Dirichlet’s implications run counter to some well-entrenched marketing pedagogy and so, unsurprisingly, it has attracted criticism arguing that it cannot adequately reflect the dynamic nature of consumer choice. The authors address these criticisms by discussing how consumer loyalties are manifested and examining whether changes in consumer loyalties do, in fact, disrupt Dirichlet buying patterns. To the best of our discipline’s knowledge, based on extensive empirical and theoretical work, brands compete in a Dirichlet world.
Language eng
DOI 10.2501/JAR-52-2-203-213
Field of Research 149999 Economics not elsewhere classified
Socio Economic Objective 970114 Expanding Knowledge in Economics
HERDC Research category C2.1 Other contribution to refereed journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30063755

Document type: Journal Article
Collection: Deakin Graduate School of Business
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