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A Comparison of Brand Loyalty Between On-the-Go and Take-Home Consumption Purchases: An Abstract

  • Giang Trinh
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This paper compares consumer behavioral brand loyalty in purchasing for on-the-go and for take-home consumption. The study uses two consumer packaged goods datasets from the UK. The first dataset contains actual consumer repeat purchasing of soft-drink brands for on-the-go consumption. The second dataset contains actual consumer repeat purchasing of the same brands for take-home consumption. Using polarization index as a behavioral loyalty measure, estimated from the Beta Binomial – Negative Binomial Distribution, the study finds that consumer loyalty to brands is markedly higher in purchasing for on the go consumption than for take home consumption.

References Available Upon Request

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.University of South AustraliaAdelaideAustralia

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