RT Journal Article
SR Electronic
T1 It's a Dirichlet World
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 203
OP 213
DO 10.2501/JAR-52-2-203-213
VO 52
IS 2
A1 Byron Sharp
A1 Malcolm Wright
A1 John Dawes
A1 Carl Driesener
A1 Lars Meyer-Waarden
A1 Lara Stocchi
A1 Philip Stern
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/2/203.abstract
AB The Dirichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance. The Dirichlet's implications run counter to some well-entrenched marketing pedagogy and so, unsurprisingly, it has attracted criticism arguing that it cannot adequately reflect the dynamic nature of consumer choice. The authors address these criticisms by discussing how consumer loyalties are manifested and examining whether changes in consumer loyalties do, in fact, disrupt Dirichlet buying patterns. To the best of our discipline's knowledge, based on extensive empirical and theoretical work, brands compete in a Dirichlet world.