Fok, D.; Franses, Ph.H.B.F.; Paap, R. - Erasmus Research Institute of Management (ERIM), ERIM … - 2001
In this paper we put forward a brand choice model which incorporates responsiveness to marketing efforts as a form of structural heterogeneity. We introduce two latent segments of households. The households in the first segment are assumed to respond to marketing efforts while households in the...