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| Author: | Hruschka, H. |
| Title: | An artificial neural net attraction model (ANNAM) to analyze market share effects of marketing instruments |
| Journal: | Schmalenbach Business Review
2001 : JAN, VOL. 53:1, p. 27-40 |
| Index terms: | MODELS MARKET SHARE MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Attraction models are very popular in marketing research for studying the effects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation effects on attraction values. Greater flexibility can be achieved by using the neural net based approach here. This approach assesses brands' attraction values by means of a perception with one hidden layer. |
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