For advertisers, attracting attention to video marketing stimuli is paramount to building and
refreshing consumers' brand memories and increasing their propensity to purchase …

Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand
loyalty while driving a series of important brand-related outcomes (ie brand advocacy, social …

Capturing consumers' attention to video advertising is a key marketing challenge. Using real
video advertising viewed by a sample of consumers matching the US population on age and …

This paper reviews the regularly recurring deviations between buyer behaviour patterns and
predictions from the NBD-Dirichlet model. Previous studies have tended to look at one or …

Purpose The study investigates the long-term erosion of repeat-purchase loyalty among
consumers who purchase brands in a one-year base period. Design/methodology/approach …

Using an exploratory mobile app intervention, we investigated the effectiveness of
messages focusing on environmental awareness and/or environmental skills to promote …

We present a review of Gerald Goodhardt's most famous contribution to marketing science—
the NBD‐Dirichlet model. This provides a powerful illustration of the complex pathway and …

Based on the analysis of two sets of data (a cross‐sectional online survey of five product
categories with an average sample size of 525 and a longitudinal telecommunications panel …

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 …

To identify the effect of marketing actions on consumer purchasing, analysts must
disentangle the dynamic component of purchasing from expected period-to-period …