McCarthy, Patrick S.; Kannan, P. K.; Chandrasekharan, Radha - In: Management Science 38 (1992) 10, pp. 1371-1393
A brand switching model that considers the choices: previous choice, current choice, and substitute choice, if the current choice were not available, is developed and estimated. An important assumption of the model is that the market consists of two types of consumers: "Loyals" and "Shoppers."...