Repeated Binary Logit: Analysing Variation in Behavioural Loyalty

Gilles Laurent (1) , Cam Rungie (2)

1 HEC Paris - Recherche - Hors Laboratoire
2 School of Marketing

Brand and store managers are anxious to obtain high "loyalty," as operationalized by repeat purchase behaviour. In this paper, we introduce the Repeated Binary Logit (RBL) model, which analyses directly the impact of covariates on repeat purchase, and which can be described as an extension of traditional logistic regression. We present empirical applications of RBL, and we discuss its relationships to several classical models.

Keywords: Brand choice; Buyer behaviour; Choice models; Data mining; Marketing research; Segmentation

Gilles Laurent, Cam Rungie. Repeated Binary Logit: Analysing Variation in Behavioural Loyalty. Australasian Marketing Journal, 2005, 13 (2), pp.27-36. ⟨10.1016/S1441-3582(05)70075-6⟩. ⟨hal-00818687⟩