Behavioural loyalty towards store brands.

This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2 year period for more than 1107 households. Loyalty, price, socio demographics and shopping behaviour variables are included. The discrete choice model formulation is the logit modelStore brands; National brands; Brand loyalty; Logit model; Household scanner panel;

Behavioural loyalty towards store brands

This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2 year period for more than 1107 households. Loyalty, price, socio demographics and shopping behaviour variables are included. The discrete choice model formulation is the logit modelThis research was supported by Ministerio de Educación y Ciencia Dir. Gral. de Investigación, Grant SEJ2004-00672Publicad

A Proposal to Distinguish State Dependence and Unobserved Heterogeneity in Binary Brand Choice Models

This paper uses binary choice models that specify four possible sources of observed regularity in the consumer brand choice decision over purchase occasion: namely, state dependence, observed and unobserved heterogeneity and correlation effects. The objective is to distinguish correctly among the effects of these four variables. The estimation method proposed is an alternative to the most commonly used estimation methods in marketing choice models. We consider that the alternative method appropriately controls for observed heterogeneity and unobserved heterogeneity correlated with the state dependence variable because of the way the state dependence variable is built. The model is used for the first time in marketing following the methodology proposed by Chamberlain (1984). A relationship for unobserved heterogeneity is specified, taking into account the correlation among unobserved heterogeneity and other choice determinants. In this way, we split the influence of household state dependence and tastes on brand choice. The findings are very conclusive. We find that because the individual effects and the covariates are correlated, traditional estimation methods cannot be used to split state dependence and unobserved heterogeneity. The proposed model is found to yield better measures of predictive performance than the conventional model. The results are found to be robust across categories of laundry detergent and have significant implications for marketing policy.

Testing the Double Jeopardy Loyalty Effect Using Discrete Choice Models

This paper attempts to validate the double jeopardy loyalty effect in a utility framework using a discrete choice approach instead of the Dirichlet model. We specify brand choice and allow for differences in brand loyalty measures across brands in two different product categories. The discrete choice model formulations include a multinomial and a latent class multinomial logit model. Using ACNielsen household scanner panel data to estimate the models, we find that market share leaders enjoy higher purchasing loyalty than do lower market share brands. The results have relevant implications in terms of marketing mix decisions for brand managers.

Drivers of Store Brand Choice Over National Brands in Times of Crisis: Effect of Marketing Variables and Socio-Demographics

International audienc