A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that … period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing …-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is …

This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables …

Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into … in a panel. Our results show that marketing scientists have the potential to learn and test more hypotheses about the …