Can Brand Equity Explain Excess Behavioral Loyalty?
Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such a...
| Published in: | Asia Marketing Journal |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2015-04-01
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| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol17/iss1/3/ |