Search results

The study investigates the long-term erosion of repeat-purchase loyalty among consumers who purchase brands in a one-year base period.

The study uses a five-year consumer panel of continuous reporters. We identify brand buyers in a base year, then calculate the proportion that fail to buy the brand in later years. We analyse the top 20 brands in 10 consumer goods categories.

We find pronounced erosion in repeat-buying over the long-term. The proportion of buyers from a base year that fail to buy in a later year increases steadily over time, from 57% in year 2 to 71.5% by year 5. Moreover, we identify brand and marketing mix factors linked to this over-time customer loss or erosion.

The study provides evidence that consumers’ propensity to buy particular brands changes over a period of years, even though those brands continue to exhibit a stable market share. This evidence provides a different interpretation than the literature to date, which has viewed purchase propensities as fixed.

The study finds that store brands and niche brands exhibit lower levels of erosion in their buyer base; that a broad range is associated with lower erosion, and that high price promotion incidence is associated with lower erosion for manufacturer brands.

Loyalty erosion has been reported before (Ehrenberg, 1988; East and Hammond, 1996) but only over short periods. This study examines the phenomenon over five years, confirms that the rate of erosion does diminish over time, and that it is related to category and brand characteristics, as well as marketing mix decisions.

Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets.

The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation.

The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported.

This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.

The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which closely predict usage in most mass media. The purpose of this study is to benchmark in-app audiences against these laws to better understand market structure.

The authors collected nearly 3,000 h of screen time data from a panel of Generation Z respondents and tested the predictive validity of two models against observed interactions with 23 popular apps in six categories over a week.

Results show that contrary to industry assumptions, audience for in-app advertising is not segmented. Engagement on individual apps and audience sharing rates between apps and app formats is predicted well.

Optimising in-app advertising for short-term activation only limits its potential for brand building. These findings encourage advertisers to schedule online campaigns for brand reach as well as sales lift, by advancing current understanding of audience behaviour.

Many authors have called for consistency in metrics to compare on- and off-line media performance. This study bridges that gap, demonstrating how reach and frequency measures could inform digital scheduling.

The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is the first that uses quantitative marketplace data covering BOP consumer purchase records.

The study uses newly available panel data from Egypt covering 15 months and 35 categories of frequently bought consumer goods. Brand penetration rates for socio-demographic tiers are established to explore brand purchasing. The metrics are: penetration, the number of buyers a brand has; and loyalty as measured by purchase frequency and share of category requirements.

Buyer behaviour patterns for the poorest consumers do not differ much from those in advanced economies; all brand performance metrics vary according to brand penetration – a double jeopardy effect, and the biggest brands are those that target the whole market, including the base.

Data are from one country only and while the results confirm that patterns of brand buying in this BOP segment are like those in other markets, more research needs to be done to confirm the finding.

The biggest brands are those with the most customers, even if those customers are poor and do not buy very often. Growth can therefore be based on marketing interventions that appeal to the largest possible customer base.

There are 2bn BOP consumers worldwide. This research shows that they may already be marginal members of modern economies and consumer culture.

This paper extends previous research on brand buying behaviour for the first time to the vast base of poor consumers who make up around half of the world’s population. This research shows that strategic approaches that emphasise increasing penetration are most likely to result in brand growth.

In response to the 2008 financial crisis, the European Union (EU) comprehensively restructured its derivative regulation. A key component of this new framework is a reporting obligation for every derivative trade. As the reporting requirement does not involve public disclosure of the information, existing academic analysis on reporting regulations to-date, which focusses on public disclosure, is limited in predicting the effectiveness of the reform. This paper aims to assess whether the reform has been designed effectively based on the regulatory setup in the UK.

Framing the reporting regulation as a moral hazard problem with asymmetric information, this paper uses a game-theoretical approach to evaluate whether the new derivative reporting obligation effectively induces firm compliance. I also discuss potential extensions of the derivative reporting model, with particular emphasis on how the framework could account for heterogeneous firms and different regulatory tools.

Based on the theoretical analysis, this paper finds that while firms are unlikely to comply fully with derivative reporting requirements, it is possible to induce relatively high firm compliance. Although this does not mean we are immune from another financial crisis, the derivative reporting requirements should equip EU regulators to monitor a more transparent and secure derivatives market.

This paper provides a theoretical foundation for further study of post-crisis derivatives reforms. In particular, the implications of the model point to an empirical strategy to test the accuracy of the model.

MR. ALLAN BARNS‐GRAHAM, of Craigallian, Milngavie, has sent us a copy of a letter, addressed by him to the Secretary of the Scottish Agricultural Organisation Society and printed in pamphlet form, which contains a number of points of considerable importance. MR. BARNS‐GRAHAM observes that Bran and “Thirds” play a most important part in the rearing and feeding of cattle, pigs, and poultry, and in the production of milk; that these two products ought to be used to a much greater extent than they are now; that large quantities are annually exported from this country; and that the supplies ought to be jealously guarded. He expresses the hope that the Agricultural Organisation Societies of Great Britain and Ireland will in no way encourage the manufacture of condensed milk—on the ground that it is not in the interest of the public health, nor in the interest of agriculture to encourage the manufacture of any article of food which can be made to keep indefinitely by artificial means. This appears to us to be a somewhat strange position to take up, unless the author's intention is to condemn the practice of keeping food products by means of chemical preservatives—in which case we agree with him. But the proper preservation of many food products by legitimate and harmless methods, not involving the use of chemicals or of other objectionable devices, is surely permissible and valuable to the community. Properly prepared and sterilised condensed milk is a very useful commodity if it is what it purports to be. In this connection we may say, however, that condensed milk containing large quantities of added sugar ought not to be sold as “condensed milk,” but as “condensed sweetened milk,” or “condensed milk and sugar”—the proportion of added sugar being prominently disclosed; while, in our view, the sale of “condensed sweetened; ‘separated,’ or ‘machine‐skimmed’ milk” ought to be prohibited altogether.

MAY is an early month for a conference. Blackpool in May has perhaps not the ideal climatic conditions that might be hoped for, if not always realized, at Torquay. But we are so glad to have a chance of reunion after the war that we are grateful there is a town which can take us in May if at no other time. If any are found ready to complain of time or place let them consult their own personal difficulty in finding somewhere to spend a holiday this summer; that difficulty, multiplied a thousand‐fold is the dilemma of any association that seeks to confer in body in the genial months. May, then, which in spite of the poets is a bleak if sometimes sunny month, will be accepted and made the best of.

Caring is an important component of K-12 teaching and learning. An increasing number of K-12 students are enrolling in online courses. The physical separation of students and teachers in the online medium requires a change in the way caring relationships are formed. In this chapter we examine how teachers worked to develop caring relationships with students at the Open High School of Utah, an online charter high school in the United States. Data collection consisted of 22 interviews with 11 instructors. Interviews were transcribed and analysed using constant comparison coding methods. Findings indicate that teachers were able to implement all aspects of Nodding's model of moral education in ways unique to online contexts, and at times with more depth than experienced in a face-to-face context.

A memorandum on the Nutritive Value of Milk by the Advisory Committee on Nutrition appointed by the Minister of Health and the Secretary of State for Scotland has now been published with a prefatory note by Sir Kingsley Wood and Sir Godfrey Collins. The Chairman of the Advisory Committee is Lord Luke, and the members include Professor Cathcart, Sir F. Gowland Hopkins, Professor Mellanby and Sir John Boyd Orr. Its terms of reference are “To inquire into the facts, quantitative and qualitative, in relation to the diet of the people and to report as to any changes herein which appear desirable in the light of modern advances in the knowledge of nutrition.” The memorandum explains the high value of milk as an article of food. Analysis of its composition shows that milk contains protein of high nutritive value, energy‐giving nutrients, the known essential vitamins and many mineral elements and apart from its chemical composition it derived value from other properties such as easy digestibility. Many investigations have been made which justify the belief that the general health of the community, and especially of children, would be improved, and the incidence of disease, including rickets, diminished, if the present consumption of liquid milk, averaging about 0.4 pint per head per day, could be increased to about a pint. Milk has few disadvantages as an article of diet. For infants, after breast‐feeding has ceased, it should form the bulk of the diet, with any necessary supplements to furnish iron and vitamins C and D. After infancy milk is not a complete food but a very important item in diet, particularly for children, who should be given one to two pints a day, and for expectant and nursing mothers, for whom about two pints a day are desirable. Other adults, who need milk especially for the sake of its calcium and animal protein, should have at least half a pint a day. Milk is unfortunately liable to contamination by disease‐producing bacteria and its heating by suitable methods such as pasteurisation has important advantages in making it safe for human consumption from this point of view. Moreover, when milk is treated by heat, little significant change is known to occur in its nutritive properties, and such deficiencies as may be caused can readily be made good. It is therefore reasonable to assume that raw milk incorporated in other cooked articles of diet, such as bread and puddings, retains most of its nutritional properties. The report also calls attention to the degrees of nutritive value possessed by various milk products, especially separated milk. The memorandum is entitled “The Nutritive Value of Milk” and can be obtained (price 3d.) direct from H.M. Stationery Office or through any bookseller.

March 12, 1969 Redundancy — Payment, calculation of — “Week's pay” — “Remuneration” — Car expenses — Employee receiving under contract of employment weekly sum “for expenses in connection with the use of his own motor car” — Whether remuneration — Contracts of Employment Act, 1963 (c.49), s. 4(1)(a), Sched 2, para. 3(2) — Redundancy Payments Act, 1965 (c.62), s.1(1), Sched. 1, para. 5(1).