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| Author: | Cain, P.M. |
| Title: | Modelling and forecasting brand share: A dynamic demand system approach |
| Journal: | International Journal of Research in Marketing
2005 : JUN, VOL 22:2, p. 203-220 |
| Index terms: | Marketing Brands Demand Forecasting Models |
| Language: | eng |
| Abstract: | This paper proposes a dynamic state-space Almost Ideal Demand System (AIDS) model of brand share. The model is applied to a small segment of the toiletries category comprising four differentiated brands and covering over five years of quad-weekly time series data. The results show a significant improvement over the conventional AIDS model, indicating short-run competition on the basis of price and promotional activity. Long-run analysis, however, suggests that such activity exerts no sustainable impact on the share of competing brands. |
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