Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/78542
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Type: | Journal article |
Title: | Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardy |
Author: | Habel, C. Lockshin, L. |
Citation: | Journal of Business Research, 2013; 66(9):1448-1456 |
Publisher: | Elsevier Science Inc |
Issue Date: | 2013 |
ISSN: | 0148-2963 1873-7978 |
Statement of Responsibility: | Cullen Habel, Larry Lockshin |
Abstract: | Researchers have spent almost 50. years developing, refining and applying the NBD-Dirichlet in repeat purchase markets, in particular with extensive replication of the Goodhardt, Ehrenberg, and Chatfield (1984) model. Recent research that employs a double jeopardy (DJ) line appears to have progressed with little regard for this body of theory. This paper reviews the varied applications of the NBD-Dirichlet and extends the theory to the portrayal of a double jeopardy line. This DJ line, an x-y plot of brands' penetration versus purchase frequency in a category, is tested against three alternative ways of drawing the line. A linear model for double jeopardy is adequate when used under limited conditions yet the model breaks down with a broad scope of analysis. This meta-analysis of 37 cross-sectional product categories and a 40-period (quarters) longitudinal dataset evaluates the best approximation of the DJ line to empirical data.Double Jeopardy then appears as an upward sloping curve, rather than a DJ line. The NBD-Dirichlet provides for a theoretically sound, versatile method whose parameters have intuitive meanings regarding seasonality, category acceptance and category loyalty. © 2012 Published by Elsevier Inc. |
Keywords: | Market modeling Loyalty NBD-Dirichlet Double jeopardy Marketing theory |
Rights: | Crown Copyright © 2012 Published by Elsevier Inc. All rights reserved. |
DOI: | 10.1016/j.jbusres.2012.05.012 |
Published version: | http://dx.doi.org/10.1016/j.jbusres.2012.05.012 |
Appears in Collections: | Aurora harvest Business School publications |
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