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Measuring Changes in Brand Choice Behavior

DOI to cite this document:
10.5283/epub.5373
Baumgartner, Bernhard
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Date of publication of this fulltext: 05 Aug 2009 13:50


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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