Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing
研究了高市场份额品牌在重复购买中表现出超出Dirichlet模型预测的行为忠诚，揭示了品牌份额与忠诚度的非对称关系，对营销策略有参考价值。
Peter S. Fader, David C. Schmittlein, Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing, Journal of Marketing Research, Vol. 30, No. 4 (Nov., 1993), pp. 478-493