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Measuring Changes in Brand Choice Behavior

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

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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 and ...


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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
Dewey Decimal Classification:300 Social sciences > 330 Economics
Created at the University of Regensburg:Unknown
Item ID:5373
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