It's a Dirichlet World Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline

Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern

    Research output: Contribution to journalArticle

    43 Citations (Scopus)
    Original languageEnglish
    Pages (from-to)203-213
    Number of pages11
    JournalJOURNAL OF ADVERTISING RESEARCH
    Volume52
    Issue number2
    DOIs
    Publication statusPublished - 2012

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