Marketing Science 1989

Note—Relaxing the Loyalty Condition in the Colombo/Morrison Model

Robert F. Bordley^1,2

¹ General Motors (United States) · ² General Motors (Poland)

Abstract

This note derives the Colombo/Morrison ‘hard-core loyal/potential switcher’ model without assuming the existence of either hard-core loyals or potential switchers. We only assume that the relative probability of buying a product other than what one purchased previously is independent of this previous purchase. This result significantly extends the applicability of the Colombo/Morrison model.

DOI

10.1287/mksc.8.1.100

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓