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An empirical approach to brand-switching

Date of publication: November 1, 1968

Catalogue: Seminar 1968: Operational Research In Marketing

Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg

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.

Gerald J. Goodhardt

Author

This is a long description of some author details.

Andrew S. C. Ehrenberg

Author

This is a long description of some author details.

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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-585