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Multi-category purchase incidences with marketing cross effects

Hruschka, Harald (2017) Multi-category purchase incidences with marketing cross effects. Review of Managerial Science 11 (2), pp. 443-469.

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Other URL: http://doi.org/10.1007/s11846-016-0193-0


We focus on cross effects of marketing variables and cross category dependences for multi-category decisions which households take during a shopping trip to a retail store. A cross effect is defined as the effect which a marketing variable used for a certain product category exerts on purchases of another category. Using Dirichlet process mixture models with multivariate probit components we ...


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Item type:Article
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
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Keywords:CHOICE; MODEL; LOYALTY; BASKET; Retailing; Marketing; Cross effects; Multi-category purchases; Multivariate probit
Dewey Decimal Classification:300 Social sciences > 330 Economics
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Yes
Item ID:38675
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