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....

Little is known about the relationship between distribution and market share in the wine category. Understanding the influences of product and distribution characteristics at the SKU-level and incorporating them into marketing strategy and planning has important managerial and academic...

Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current...

This study examines how buyers of one private label brand (PL) in a product category also buy the private label brands of competing retailers in the same category. The study addresses this question type: Does buying the private label brand Tesco cola heighten or lower the likelihood that a...

Managers are often required to interpret key brand performance measures such as penetration (the proportion of people who bought at least once) and average purchase frequency (number of times the brand is bought in a set period) that are presented according to certain categorisations of the...