Construct · 1 fields · 1 citations

duplication of purchase law: a standalone construct

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Marketing

the regularity that a brand shares buyers with each competing brand in proportion to that competitor's penetration, used as a Dirichlet-based benchmark.

In marketing, duplication of purchase law refers to the regularity that a brand shares buyers with each competing brand in proportion to that competitor's penetration, used as a Dirichlet-based benchmark. This meaning comes from Ehrenberg (2004) in Journal of Business Research.[1]

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Nearby constructs

business1 fields · 1 citationsanchor · a standalone construct penetration3 fields · 4 citationsjingle · one word, three constructs proportion1 fields · 1 citationsanchor · a standalone construct

References

Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. J. (2004). Understanding brand performance measures: using Dirichlet benchmarks. Journal of Business Research, 57(12), 1307-1325. https://doi.org/10.1016/j.jbusres.2002.11.001

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