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| Author: | Parker, P. Gatignon, H. |
| Title: | Specifying competitive effects in diffusion models: an empirical analysis |
| Journal: | International Journal of Research in Marketing
1994 : JAN, VOL. 11:1, p. 17-39 |
| Index terms: | DIFFUSION BRANDS COMPETITION |
| Language: | eng |
| Abstract: | The objectives of this research are to provide a systematic analysis of alternative specifications of brand-level first purchase diffusion models, and to empirically assess within a product category the relative success of these models to explain trial dynamics. In particular, this analysis addresses the issues of (1) the impact of competitive marketing mix variables and (2) the functional form of the diffusion process. These areas are relatively under-researched for new products in new categories which are undergoing a diffusion process. |
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