Incorporating Responsiveness to Marketing Efforts in Brand Choice Modeling
نویسندگان
چکیده
منابع مشابه
Incorporating Responsiveness to Marketing Efforts in Brand Choice Modeling
We put forward a brand choice model with unobserved heterogeneity that concerns responsiveness to marketing efforts. We introduce two latent segments of households. The first segment is assumed to respond to marketing efforts while households in the second segment do not do so. Whether a specific household is a member of the first or the second segment at a specific purchase occasion is describ...
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ژورنال
عنوان ژورنال: Econometrics
سال: 2014
ISSN: 2225-1146
DOI: 10.3390/econometrics2010020