| Article ID: | iaor199690 |
| Country: | Netherlands |
| Volume: | 76 |
| Issue: | 2 |
| Start Page Number: | 375 |
| End Page Number: | 384 |
| Publication Date: | Jul 1994 |
| Journal: | European Journal of Operational Research |
| Authors: | Uncles M.D., Ehrenberg A.S.C., Davis R.E. |
In a systematic check across 34 US product categories, two standard measures of brand-loyalty are found to be closely predictable from the Dirichlet model of buyer behaviour in most cases. This means that market share is generally the dominant factor, but that there are also certain submarkets and isolated deviations. The general role of replication studies is also briefly considered.