Shankar, Venkatesh; Azar, Pablo; Fuller, Matthew - In: Marketing Science 27 (2008) 4, pp. 567-584
We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on … extreme value, and mixed logit). We apply this model to estimate the brand equity of Allstate—a leading insurance company … advertising, brand equity, and shareholder value, and build a decision support simulator for the focal brand. Our model provides …