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Tiny brands, big challenges: The limits of loyalty and the role of penetration in driving growth

Year: 2025

Type: article

Abstract: Tiny brands – those with <1 % market share – have been overlooked in marketing research. Consequently, we know little about their brand performance metrics or growth patterns. This study examines whether tiny brands exhibit niche-like excess loyalty, and compares their market performance over five years, focusing on changes in market share and buyer behaviour. Findings show that even stable tiny brands have generally low levels of loyalty, often lower than expected (deficit loyalty). When tiny brands grow, their sales gains come primarily from increased penetration rather than purchase frequency. This challenges the idea that tiny brands depend on niche loyalty strategies. Instead, it highlights the importance of broad customer acquisition, even for the tiniest of brands.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2025.115864

Authors: Alicia Barker-Trowse, Steven Dunn, Charles Graham, Byron Sharp, Armando Maria Corsi

Institutions: University of South Australia, London South Bank University, The University of Adelaide

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $4,440

OpenAlex ID: W4416571697

FWCI: 1.809

Cites: 51

Cited by: 1

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