Working Papers

Erosion and Variability in Brand Loyalty

Marnik G. Dekimpe, Martin Mellens, Jan-Benedict E. M. Steenkamp, and Piet Vanden Abeele

Jan 1, 1996

Analyzes the over-time evolution of brand loyalty for 92 brands in 21 product categories, as well as fluctuations in brand loyalty around their mean value or around trends.

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