Commentary on 'understanding brand performance measures: using Dirichlet benchmarks'

Article Abstract:

The interpretation of the brand performance measures by using Dirichlet benchmarks model are discussed under the present market conditions under which the model holds, and its usefulness even under such situations where the model's applicability may be limited. Alternative approaches and different perspectives are used to understand the Dirichlet model.

Benchmarks, Benchmarking, Benchmark

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Understanding brand performance measures: using Dirichlet benchmarks

Article Abstract:

The understanding, interpretation and the use of the brand performance measures (BPMs) are discussed. The Dirichlet model provides a broader framework for understanding the competitive repeat-purchase markets where there are small and large brands, and light and heavy buyers and also the loyalty of the buyers.

United States, Usage, Competition (Economics)

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Reply to commentary on 'understanding brand performance measures: using Dirichlet benchmarks'

Article Abstract:

The brand performance measures, which can be understood by using Dirichlet benchmarks has broader implications. The implications of the model on the extension to non-packaged-goods market, the role of more complex models, lack of strong brand segmentation, consumer attitudes and variety seeking are discussed.

Consumer Behavior, Consumer behaviour

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