Interproduct Household Loyalty to Brands
Journal of Marketing ResearchPublished 1 November 1969
Yoram Wind, Ronald E. Frank
Citations16
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This article reports pairwise correlation coefficients between 38 grocery products based on two different measures of household brand purchasing behavior. The modest magnitude of these coefficients implies that situation-specific as opposed to general household characteristics are the best candidates for predicting brand buying behavior within products.
Keywords
Business, Management and Accounting