The cross attributes flexible substitution logit : uncovering category expansion and share impacts of marketing instruments
Year of publication: |
2015
|
---|---|
Authors: | Liu, Qiang ; Steenburgh, Thomas J. ; Gupta, Sachin |
Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 34.2015, 1, p. 144-159
|
Subject: | brand switching | choice models | econometrics | logit | marketing mix effects | category expansion | invariant proportion of substitution | Logit-Modell | Logit model | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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