This article reports pairwise correlation coefficients between 38 grocery products based on two different measures of household brand purchasing behavior. The modest magnitude of these coefficients implies that situation-specific as opposed to general household characteristics are the best candidates for predicting brand buying behavior within products.
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References
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CunninghamRoss M., “Brand Loyalty—What, Where, How Much,” Harvard Business Review, 34 (January–February 1956), 116–28.
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