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1 – 2 of 2José Miguel Holgado-Herrero, F. Javier Rondan-Cataluña, Carmen Barroso-Castro and José Luís Galán-González
The purpose of this study is to explore brand customer erosion at both the category and brand levels while considering consumer socio-demographic characteristics and weight of…
Abstract
Purpose
The purpose of this study is to explore brand customer erosion at both the category and brand levels while considering consumer socio-demographic characteristics and weight of purchase factors.
Design/methodology/approach
Data from 3,563 buyers encompassing 20,601 purchases were collected from a prominent household data panel.
Findings
Brand customer erosion varies depending on socio-demographic factors (householder age, family size, life cycle and social class) and weight of purchase; variations are evident depending on the specific brand.
Originality/value
The paper makes a substantial contribution to the established fields of marketing and consumer behavior literature by opening a new line of research. It does so by demonstrating, the impact of socio-demographic factors on customer erosion. Simultaneously, it presents results that contradict the limited existing research on the influence of weight of purchase on brand customer erosion.
Details