The following sections are included:IntroductionAnalytical models of strategic branding decisions and brand equityEmpirical modelsDiscussion and conclusionReferences

Choice modelling is an increasingly important technique for forecasting and valuation, with applications in fields such as transportation, health and environmental economics. For this reason it has attracted attention from leading academics and practitioners and methods have advanced...

This research examines the methods, viability, and benefits of pooling scanner panel choice data with compatible preference data from designed choice experiments. The fact that different choice data sources have diverse strengths and weaknesses suggests it might be possible to pool multiple...