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Brand user profiles seldom change and seldom differ

Zachary Anesbury (), Maxwell Winchester () and Rachel Kennedy ()
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Zachary Anesbury: University of South Australia
Maxwell Winchester: Victoria University
Rachel Kennedy: University of South Australia

Marketing Letters, 2017, vol. 28, issue 4, 523-535

Abstract: Abstract This study tests and extends the discovery that competing brand user profiles are broadly similar, specifically investigating the consistency of this pattern over time. Examining 700 brands in more than 60 consumer packaged goods categories, for more than 160 variables, the authors document not only that brand user profiles seldom differ but also that they seldom change much over 3 to 6 years. These findings have important implications for marketing theory and practice. For example, marketers need to focus mostly on who buys the category and what features they demand as opposed to thinking their brand buyers are very different to those of competitive brands. This paper extends the empirical results of prior brand profile findings, demonstrating their robustness and durability.

Keywords: Consumer behavior; Consistency; Segmentation (search for similar items in EconPapers)
Date: 2017
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