Measuring Changes In Brand Choice Behavior
Schmalenbach Business Review (sbr), 2003, vol. 55, issue 3, 242–256
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 long-term changes in consumers’ brand choice behavior. In this paper, nonparametric brand-specific time-variable functions replace the brand-specific constants usually found in brand choice models. I estimate the model for panel data from two product categories and derive management implications.
Keywords: Brand Choice Model; Generalized Additive Model; Multinomial Logit (search for similar items in EconPapers)
JEL-codes: C25 M31 (search for similar items in EconPapers)
References: Add references at CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:sbr:abstra:v:55:y:2003:i:3:p:242-256
Access Statistics for this article
Schmalenbach Business Review (sbr) is currently edited by Wolfgang Ballwieser
More articles in Schmalenbach Business Review (sbr) from LMU Munich School of Management Contact information at EDIRC.
Bibliographic data for series maintained by sbr (). This e-mail address is bad, please contact .