TY - JOUR
AU - Raj, S. P.
AB - The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between the enlargement of a brand's base of users and the development of users' loyalty.
TI - Striking a Balance between Brand “Popularity” and Brand Loyalty
JF - Journal of Marketing
DO - 10.1177/002224298504900105
DA - 1985-01-01
UR - https://www.deepdyve.com/lp/sage/striking-a-balance-between-brand-popularity-and-brand-loyalty-Bex045ZP8K
SP - 53
EP - 59
VL - 49
IS - 1
DP - DeepDyve
ER -