Startseite UB

Measuring Changes in Brand Choice Behavior

Baumgartner, Bernhard (2003) Measuring Changes in Brand Choice Behavior. Schmalenbach Business Review 55 (3), pp. 242-256.

[img]PDF
Download (526kB) - Repository staff only

Abstract

The multinomial logit model is frequently used in marketing research to explain consumers’ brand choice decisions. In almost all applications of this model, the parameters of the consumers’ utility function are assumed to be constant across time. In contrast to this assumption, both marketing theory and statements from marketing practitioners suggest the possibility of short-term fluctuations ...

plus


Export bibliographical data

Item Type:Article
Date:July 2003
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
Keywords:Brand Choice Model; Generalized Additive Model; Multinomial Logit
Subjects:300 Social sciences > 330 Economics
Status:Published
Refereed:Unknown
Created at the University of Regensburg:Unknown
Owner: Petra Gürster
Deposited On:19 Dec 2008 06:58
Last Modified:13 Mar 2014 10:35
Item ID:5373
Owner Only: item control page
  1. University

University Library

Publication Server

Contact person
Gernot Deinzer

Telefon 0941 943-2759
Contact