Title
Why brands grow
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
ISSN
0021-8499
Recommended Citation
"Why brands grow" (2002). Faculty Bibliography 2000s. 3055.
https://stars.library.ucf.edu/facultybib2000/3055
Comments
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