Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Marketing
Investigating Brand Loyalty Using Dirichlet Benchmarks: The Case Of Light Dairy Products, Athanasios Krystallis, Polymeros Chrysochou
Investigating Brand Loyalty Using Dirichlet Benchmarks: The Case Of Light Dairy Products, Athanasios Krystallis, Polymeros Chrysochou
Polymeros Chrysochou
During the last years, a strong consumer interest appears for food products with low caloric content (“light” products). Due to their popularity, the real success of these products in the marketplace is a worth-investigating issue. The creation of buyers that are loyal to light food brands constitutes an indication of this success. The present work aims to investigate consumer loyalty to light dairy (milk and yoghurt) brands. First, basic Brand Performance Measures (BPMs) are empirically estimated to describe market structure of the dairy categories under investigation. Then, the Dirichlet model (Ehrenberg et al., 2004) was fitted to the empirical data, …