This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a...

We report on the temporal stability of the parameters of the NBD-Dirichlet model, a well-known stochastic theory of buying behaviour. This model is widely used and recommended as a stationary market benchmark against which the dynamic effects of marketing interventions can be assessed. Yet there...