search query: @author Sashi, C. M. / total: 4
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| Author: | Kumar, A. Sashi, C. M. |
| Title: | Confirmatory analysis of aggregate hierarchical market structures: inferences from brand switching behavior. |
| Journal: | Journal of Marketing Research
1989 : NOV, VOL. 54: 4, p. 444-453 |
| Index terms: | MARKET RESEARCH MARKET STRUCTURE BRANDS |
| Language: | eng |
| Abstract: | A probabilistic model is developed for the analysis of aggregate hierarchical market structures using brand-switching data. These structures are represented by directed graphs, and their parameters are estimated by using log-linear modeling techniques. As a demonstration, the method is applied to data on soft drinks. |
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