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

journal contribution
posted on 2012-01-01, 00:00 authored by B Sharp, M Wright, J Dawes, Carl Driesener, L Meyer-Waarden, L Stocchi, P Stern
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.

History

Journal

Journal of advertising research

Volume

52

Issue

2

Pagination

203 - 213

Publisher

World Advertising Research Centre

Location

Abingdon, Eng.

ISSN

1740-1909

Language

eng

Publication classification

C2.1 Other contribution to refereed journal

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