We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

This study examines the factors that are linked to consumer goods brands having unusually
high or low behavioral loyalty, after controlling for the association between brand size and …

For advertisers, attracting attention to video marketing stimuli is paramount to building and
refreshing consumers' brand memories and increasing their propensity to purchase …

This paper measures how the impact of positive and negative word of mouth (PWOM,
NWOM) is related to the receiver's intention to purchase brands, using shift in the intention to …

Consumer price promotions account for more than half of many manufacturers' marketing
budgets, and require a significant time investment to manage. Amidst the considerable …

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 …

The most basic manifestation of brand loyalty is repurchasing–making the same choice on
the next category occasion. This study tests to which extent the stability of contextual cues …

Purpose The study investigates the long-term erosion of repeat-purchase loyalty among
consumers who purchase brands in a one-year base period. Design/methodology/approach …

Recommender systems are widely used in webshops because of their ability to provide
users with personalized recommendations. However, the cold-user problem (ie …

The Net Promoter Score (NPS) is widely used in industry to measure loyalty and predict
revenue growth. The mechanisms underpinning this revenue growth are thought to be (i) …