Investigating Consumers' Purchase Incidence and Brand Choice Decisions across Multiple Product Categories: A Theoretical and Empirical Analysis
We propose a framework to investigate consumers' brand choice and purchase incidence decisions across multiple categories, where both decisions are modeled as an outcome of a consumer's basket utility maximization. We build the model from first principles by theoretically explicating a gen...
| Veröffentlicht in: | Marketing Science. - Institute for Operations Research and the Management Sciences. - 26(2007), 2, Seite 196-217 |
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| Format: | Online-Aufsatz |
| Sprache: | English |
| Veröffentlicht: |
2007
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| Zugriff auf das übergeordnete Werk: | Marketing Science |
| Schlagworte: | multicategory brand choice and purchase incidence decision making microeconomic theory of demand basket utility maximization simulated maximum likelihood Business Behavioral sciences Physical sciences Economics Philosophy Mathematics |
| Online verfügbar |
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