Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings
Open Access
- 1 November 1988
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 25 (4), 384-390
- https://doi.org/10.1177/002224378802500406
Abstract
The authors examine deviations from Ehrenberg's “ w i (1 - b i) equal to a constant” law to infer the positioning of low share brands as niche versus change-of-pace brands. Results from empirical analyses using NPD panel data for four product classes are reported.Keywords
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