文章基本信息

标题：Using Polarisation to Reveal Systematic Deviations in Dirichlet Loyalty Estimation
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作者：Fang Li ; Cullen Habel ; Cam Rungie 等
期刊名称：Marketing Bulletin
电子版ISSN：1176-645X
出版年度：2009
卷号：20
出版社：Massey University
摘要：Fader and Schmittlein (1993) established that the larger brands in a product category often have excess loyalty relative to the benchmark provided by the Dirichlet Model. This paper extends the analysis to loyalty measures they did not consider and to the phenomenon known as double jeopardy. The implications for management are discussed. This data for this paper comes from a University Research Institute archive, comprising 450 brands in 24 consumer product categories including detergents, chocolate bars, shampoos, biscuits, soft drink to fuel. Two approaches – simple loyalty deviations and a regression of brands‟ polarisations with their market shares – converged on the same finding. High share brands frequently enjoy loyalty above that predicted by the Dirichlet but this deviation pattern is not confined to the high levels of market share. The smallest brands were also shown to have lower than expected loyalty measures. This implies that rather than simply a pattern of excess loyalty for high share brands, the Dirichlet may have a systematically shallower slope in its portrayal of double jeopardy than commonly occurs in real life.
关键词：Dirichlet, double jeopardy, polarisation, excess loyalty, brand loyalty