Lars Meyer-Waarden

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a r t i c l e i n f o Keywords: Brand loyalty Repeat-purchase Consumer panel data Dirichlet model Polarization index This research examines long-term loyalty change in a wide variety of FMCG categories in the UK and the USA, over time periods ranging from six to thirteen years. The study uses three loyalty measures: polarization index (φ), average brand(More)
Few evidence come from the marketing literature about loyalty program management. The purpose of this paper is to contribute to a better theoretical knowledge about the strategies as well as the practical applications of the loyalty programs which are fully positioned in customer orientated problems. With a cross-sector sample, containing 71 loyalty(More)
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