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Integrating consumer characteristics into the stochastic modelling of purchase loyalty

Rungie, Cam; Uncles, Mark; Laurent, Gilles - In: European Journal of Marketing 47 (2013) 10, pp. 1667-1690

Purpose – This paper aims to extend a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach,...

Persistent link: https://www.econbiz.de/10014724572