Consumer choice and preference for brand categories

被引：0
作者：
Ghose S. [1 ]
Lowengart O. [2 ]
机构：
[1] Sheldon B. Lubar School of Business, University of Wisconsin-Milwaukee
[2] Department of Business Administration, Guilford Glazer Faculty of Management, Ben-Gurion University of the Negev
来源：
Journal of Marketing Analytics | 2013年 / 1卷 / 1期
关键词：
Brand categories; Marketing strategy; Multinomial logit choice model; Segmentation;
D O I：
10.1057/jma.2012.1
中图分类号：
学科分类号：
摘要：
In this study, we explore how the entrance of new international brands affects market dynamics in amarket where national, international and private brands are present. The entire focus of the present research is to understand the phenomena of consumer choice and preference in the backdrop of such a market. We model consumer choice in the context of these different categories of brands by using a multinomial discrete choice model. The estimated model provides us with several diagnostic findings of managerial interest especially with respect to what kinds of product attributes differentially affect choice probabilities of different categories of brands – the international, the national and the private. © 2013 Macmillan Publishers Ltd.
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页码：3 / 17
页数：14
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