Department of Management

Analysing the impact of buyers' personality constructs on the market structure of brands

Research output: Contribution to book/anthology/report/proceedingConference abstract in proceedingsResearch

  • Polymeros Chrysochou
  • Athanasios Krystallis, Denmark
  • Cam Rungie, Ehrenberg-Bass Institute, University of South Australia, Australia
  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
In order to operationalize brand loyalty, various models have been applied that estimate brand measures and further describe patterns and the structure of the markets. A well known model in this area is the Dirichlet-NBD model. Despite major advancements to those models, how buyers' characteristics and psychographics influence actual brand measures and the overall market structure in repeat purchase occasions is still under-researched. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. Aim of this paper is to provide an approach of estimating the effect that various personality constructs have on brand measures and overall market structure through revealed preference data.
Original languageEnglish
Title of host publicationANZMAC 2008 Conference: Shifting Focus from the Mainstream to Offbeat
EditorsDaniela Spanjaard, Sara Denize, Neeru Sharma
Number of pages1
Publication year2008
ISBN (Electronic)186308-144-5
Publication statusPublished - 2008
EventANZMAC 2008 Conference - Sydney, Australia
Duration: 1 Dec 20083 Dec 2008


ConferenceANZMAC 2008 Conference

    Research areas

  • MAPP

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ID: 47728