Striking a Balance between Brand “Popularity” and Brand Loyalty
研究了品牌用户份额与忠诚用户比例之间的关系，发现用户份额越大的品牌，忠诚买家比例也越大，有助于资源在扩大用户基础和培养忠诚度之间的分配。
The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between the enlargement of a brand's base of users and the development of users' loyalty.