Roy, Rishin; Chintagunta, Pradeep K.; Haldar, Sudeep - In: Marketing Science 15 (1996) 3, pp. 280-299
In this paper we develop a general class of dynamic brand choice models, called (LB) models, which are consistent with the theory of random utility maximization of consumer choice behavior. The underlying random utility process is Markov, and the inter-temporal evolution of the...