Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/informs/a-composite-heterogeneous-model-for-brand-choice-behavior-xM8ylWzNIZ
References (7)
-
A. Coddington, W. Massey, D. Montgomery, D. Morrison (1970)
Stochastic Models of Buying Behavior.Economica, 39
-
J. Jones (1970)
A Dual-Effects Model of Brand ChoiceJournal of Marketing Research, 7
-
G. Styan, Harry Smith (1964)
Markov Chains Applied to Marketing *Journal of Marketing Research, 1
-
R. Frank (1962)
Brand Choice as a Probability ProcessThe Journal of Business, 35
-
D. Aaker (1971)
The New-Trier Stochastic Model of Brand ChoiceManagement Science, 17
-
J. Jones (1971)
A Stochastic Model for Adaptive Behavior in a Dynamic SituationManagement Science, 17
-
F. Harary, Benjamin Lipstein (1962)
The Dynamics of Brand Loyalty: A Markovian ApproachOperations Research, 10
- Publisher
- INFORMS
- Copyright
- Copyright © INFORMS
- Subject
- Research Article
- ISSN
- 0025-1909
- eISSN
- 1526-5501
- DOI
- 10.1287/mnsc.19.5.499
- Publisher site
- See Article on Publisher Site
Abstract
This paper proposes a new, more general model of consumer brand choice behavior. The model is a composite of the Bernoulli, Markov, and Linear Learning Models, all of which have previously been proposed to represent brand choice behavior. The properties of the model are explored, and a parameter estimation technique is developed. A special case of the model is developed for situations in which insufficient data are available to estimate the parameters of the complete model.
Journal
Management Science – INFORMS
Published: Jan 1, 1973