This paper attempts to validate the double jeopardy loyalty effect in a utility framework using a discrete choice approach instead of the Dirichlet model. We specify brand choice and allow for differences in brand loyalty measures across brands in two different product categories. The discrete...

This paper uses binary choice models that specify four possible sources of observed regularity in the consumer brand choice decision over purchase occasion: namely, state dependence, observed and unobserved heterogeneity and correlation effects. The objective is to distinguish correctly among...