Consumer purchase and brand performance: The basis of brand market structure

As an aggregated indicator of brand performance, market share lacks an explanation of why it occurs and how it is built in everyday sales. In a broad outlook, some brands have a high market share while others do not (Ehrenberg et al., 2004; Habel & Lockshin, 2013; Uncles et al., 1995). However, in a day-by-day analysis, the behavior of market share is far more dynamic.