Network Analyses of Brand Switching Behavior

International Journal of Research in Marketing, 13 (1996) 415-429

15 Pages Posted: 22 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing

Geraldine R. Henderson

University of Texas at Austin - Red McCombs School of Business

Alberto Marcati

University of Bologna

Jennifer Chang Coupland

Pennsylvania State University

Date Written: 1996

Abstract

Networks are extremely important in marketing because so much of marketing is relational, and network methods are important and appropriate tools for studying such structures of interconnections. In this paper, we model data that represent consumer brand switching in the French and British automobile marketplaces. We describe network methods that range from simple to sophisticated. We believe it is novel to consider brand switching patterns as networks, exploring results that arise from network methodologies and philosophies and examining what leverage network methods might have for understanding purchase transition behavior. Our methods include the modeling of multiple networks simultaneously to study such phenomena as dynamic markets and cross-cultural competitive market structure.

Keywords: Network analysis, Brand switching, Car industry

Suggested Citation

Iacobucci, Dawn and Henderson, Geraldine R. and Marcati, Alberto and Chang Coupland, Jennifer, Network Analyses of Brand Switching Behavior (1996). International Journal of Research in Marketing, 13 (1996) 415-429, Available at SSRN: https://ssrn.com/abstract=2692295

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Geraldine R. Henderson

University of Texas at Austin - Red McCombs School of Business ( email )

Austin, TX 78712
United States

Alberto Marcati

University of Bologna ( email )

Piazza Scaravilli 2
Bologna, 40100
Italy

Jennifer Chang Coupland

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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