Volume 16 (2016)


These reports come from the archives of the late Andrew Ehrenberg. They show reports written for Nabisco Plc. and for Beecham Group for Breakfast Cereal and Dentrifice (toothpaste) respectively. The four reports were kindly provided to us by Mr. John Scriven of London SouthBank University. We digitized them and have put them online in EMPGENS for posterity.


Ehrenberg, A and Goodhardt, G (2016), "Buyer Behaviour and Brand Performance Metrics 1968/69– Breakfast Cereal and Dentrifice", Journal of Empirical Generalisations in Marketing Science, Vol. 16, No. 1


Brand Loyalty, Brand Performance Metrics, Brand Switching