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| Author: | Chintagunta, P. |
| Title: | Measuring the effects of new brand introduction on inter-brand strategic interaction |
| Journal: | European Journal of Operational Research
1999 : OCT 16, VOL. 118:2, p. 315-331 |
| Index terms: | OPERATIONAL RESEARCH BRAND NAMES STRATEGY |
| Language: | eng |
| Abstract: | This paper empirically investigates the effects of a new brand introduction on the market structure of a product market, i.e., the nature of competition among existing brands. The model is based on the discrete choice multinomial logit model in which the household-specific brand interecpts are decomposed into brand locations in attribute space and households' importance weights for these attributes. The formulation also incorporates the effects of marketing variables on brand choice behavior. |
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