An empirical approach to brand-switching

Date of publication: November 1, 1968

Abstract:

The number of people who buy two particular brands in a given time period does not depend on the brands as such but only on the numbers of people who buy each brand and on a general constant. The constant varies by product-field and by the length of the analysis-period, the correlation between buying any two brands being positive in relatively long periods and negative for shorter periods.

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