Baumgartner, Bernhard (2003) Measuring Changes in Brand Choice Behavior. Schmalenbach Business Review 55 (3), pp. 242-256.
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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 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 |
| Status: | Published |
| Refereed: | Unknown |
| Created at the University of Regensburg: | Unknown |
| Item ID: | 5373 |
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