Zobrazeno 1 - 10 of 102 pro vyhledávání: '"John Dawes"'
2
Where is the brand growth potential? An examination of buyer groups
Autor: Giang Tue Trinh, John Dawes, Byron Sharp
Publikováno v: Marketing Letters.
Practitioners and academics have long discussed strategies for brand sales growth. A recent example is an industry debate in which different brand growth strategies were argued: https://www.mmaglobal.com/thegreatdebate (MMA Global & Neustarr, 2021).
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e39366268862252639957e2c724f824e
https://doi.org/10.1007/s11002-023-09682-7
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3
How can each brand’s buyer base buy the category at above the average rate?
Autor: John Dawes
Publikováno v: International Journal of Market Research. 64:703-709
Refereed/Peer-reviewed An apparent anomaly in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate. This seems arithmetically impossible. The effect is real, but it has a simple expl
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::475484da0f6ca6810c626d240dd60f57
https://doi.org/10.1177/14707853221104730
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5
How loyalty extends across product categories
Autor: Alicia Grasby, Armando Maria Corsi, Carl Driesener, John Dawes, Byron Sharp
Publikováno v: Journal of Consumer Behaviour. 21:153-163
Fifty years ago, Gerald Goodhardt's analysis of audience duplication across television programs led to the discovery of the Duplication of Viewing law. This law was then extended to describe and predict customer sharing within product categories: the
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::57394edf9310f3e98c820fc181991f41
https://doi.org/10.1002/cb.1981
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6
The unbearable lightness of buying
Autor: Giang Trinh, John Dawes, C Graham, Byron Sharp
Publikováno v: Journal of Marketing Management. 38:683-708
Although marketers are increasingly asked to manage brands for the long-term, it is difficult to do so when no clear picture exists of long-term brand buying. This study reports cumulative behavioural loyalty outcomes for 200 UK consumer-goods brands
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::037383e8e6b9adf94ed52e9a9a44fdab
https://doi.org/10.1080/0267257x.2021.1963308
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8
Extended conditional trend analysis: predicting triple period buyer flows with a tri-variate NBD model
Autor: Giang Trinh, Malcolm Wright, Nick Danenberg, Byron Sharp, John Dawes
Marketers are interested in the loyalty of their customer base. Increasingly this includes examining behavioural loyalty inferred from the frequency or weight of purchase. A typical approach is to divide the customer base into arbitrary segments base
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6f246e779ec40fe35d48dc6cad48b710
https://hdl.handle.net/11541.2/148177
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10
How common is new product failure and when does it vary?
Autor: Arry Tanusondjaja, Armando Maria Corsi, Magda Nenycz-Thiel, John Dawes, Kirsten Victory
This study aims to explore how common new product failure is in consumer packaged goods (CPG) categories and investigate the conditions in which the new product failure rate varies. This study analyzes 83,719 new stock-keeping units (SKUs), which wer
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::f8fa405b835a42980dadbb0c56986c59
https://hdl.handle.net/11541.2/145712
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