Title

Why brands grow

Authors

Authors

A. L. Baldinger; E. Blair;R. Echambadi

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Advert. Res.

Keywords

Business; Communication

Abstract

What causes brands to grow over time? Our article addresses this important question. Measures of market share, market penetration, customer loyalty, and price were gathered in two time periods, five years apart, for 353 brands in 21 categories of fast-moving consumer goods. We used these data to study share growth over time. Key findings include: (1) growth must be earned, even for brands that have been successful in the past; (2) increased penetration is the key to share growth, and especially dramatic share growth, for all types of brands; and (3) customer loyalty strongly leverages the effects of penetration. This paper extends upon work by Baldinger and Rubinson (1997) in demonstrating that the way to grow brands is via a combination of penetration and loyalty growth.

Journal Title

Journal of Advertising Research

Volume

42

Issue/Number

1

Publication Date

1-1-2002

Document Type

Article

Language

English

First Page

7

Last Page

14

WOS Identifier

WOS:000175359000002

ISSN

0021-8499

Share

COinS