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Keywords: Repeat‐buying
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Journal Articles
Repeat buying of a new brand – a 10‐point case history
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (1968) 2 (3): 200–205.
Published: 01 March 1968
...A.S.C. Ehrenberg; G.J. Goodhardt Discusses repeat‐buying in terms of a case history of a non‐durable product. Measures the repeat‐buying behaviour by means of a survey carried out for the Market Analysis and Evaluation Grant, Unilever. Reveals how repeat‐buying of a new brand soon reaches a par...
