Using actual consumer choice data from a single-source scanner panel, we construct two measures of brand value which capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the brand, after discounting for current price and recent...

The authors develop a class of mixtures of piece-wise exponential hazard models for the analysis of brand switching behavior. The models enable the effects of marketing variables to change nonproportionally over time and can, simultaneously, be used to identify segments among which switching and...

This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions—namely, the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade...

Household basket data contain important information about the structure of brand preferences both within and across product categories. This research exploits the information in long-run basket summary data to segment consumers with respect to brand preferences. The approach provides insights...

The authors discuss some shortcomings of probabilistic choice models which do not capture product interdependencies. When substitutional relationships are present in the marketplace, these models may lead to biased estimates for choice/market shares. A probabilistic choice model which accounts...

Recent advances in data gathering through checkout scanners have pro­duced vast amounts of data on the actual behavior of consumers in the mar­ketplace, creating new opportunities for managers and researchers to under­ stand competition and consumers' response to the marketing mix. Previous...