Dawes, John; Meyer-Waarden, Lars; Driesener, Carl - In: Journal of Business Research 68 (2015) 2, pp. 425-432
This research examines long-term loyalty change in a wide variety of FMCG categories in the UK and the USA, over time periods ranging from six to thirteen years. The study uses three loyalty measures: polarization index (φ), average brand share of requirements (SCR), and average repertoire...