Purpose Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors in retrospective reports of category buying....

Purpose This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant of television programme audience size....

Purpose: Retailers are increasingly adding banks, gas stations, mobile services and even real estate agencies to their portfolio and branding these new ventures with the retailer name, such as Tesco Bank or Asda Money. The purpose of this paper is to test the ability of a retailer brand to...

Purpose: The purpose of this paper is to examine what happens to key brand performance metrics as brands change in market share, in the context of packaged goods. The metrics are: penetration—the number of buyers a brand has; and loyalty—measured as purchase frequency (PF) and share of...

Purpose – The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other. Design/methodology/approach – The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study...

Purpose This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the sufficiency (completeness) of the mechanisms assumed to operate. Design/methodology/approach One well-cited paper is examined. Findings Evidence is presented that casts doubt on the...

Purpose This paper aims to respond to the commentaries by Nejad, and Rand and Rust on the paper “Improving Agent-Based Models of Diffusion”. Design/methodology/approach Evidence on the nature of word of mouth was reviewed and related to the views expressed by the authors of the commentaries....

Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising...

Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...

Purpose – Investigates the purchasing of brands across different price tiers. The purpose was to determine if buying across price tiers followed the same pattern widely found in brand purchasing, known as the Duplication of Purchase Law. Design/methodology/approach – Uses a consumer survey...