This paper reviews the regularly recurring deviations between buyer behaviour patterns and
predictions from the NBD-Dirichlet model. Previous studies have tended to look at one or …

Marketers who want to protect their brand's share or grow it need to know who to reach and
nudge with advertising. This paper uses continuous household panel data for 55 leading …

Practitioners and academics have long discussed strategies for brand sales growth. A recent
example is an industry debate in which different brand growth strategies were argued …

Scientific knowledge builds by continuously subjecting its known laws to differentiated
replications. Empirical generalisations capturing the Law of Double Jeopardy have been …

Purpose The purpose of this study is to explore brand customer erosion at both the category
and brand levels while considering consumer socio-demographic characteristics and weight …

This paper investigates consumer's behavioural loyalty to online supermarkets over time.
We use three measures of behavioural loyalty (share of category requirements, repertoire …

E‐fashion brand competition has historically been studied from an attitudinal lens, through
surveys and theory‐based approaches. These studies generally examine consumer …

There have been frequent calls in the literature for a more comprehensive understanding of
marketing impact on long-term firm performance. Retail scanner data has been the principal …

Brands share more of their customers with bigger competitors and fewer with smaller ones.
However, there are occasional deviations to this predictable Duplication of Purchase (DoP) …

Ultra‐light buyers, those who, on average, buy a brand once a year or less, are important by
number and their contribution to brand purchase occasions. The initial research, however …