haku: @author Wedel, M. / yhteensä: 12
viite: 9 / 12
| Tekijä: | Wedel, M. |
| Otsikko: | Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments |
| Lehti: | International Journal of Research in Marketing
1998 : FEB, VOL. 15:1, p. 71-78 |
| Asiasana: | CHOICE THEORY MULTIDIMENSIONAL SCALING LOGIT MODELS |
| Kieli: | eng |
| Tiivistelmä: | The multinomial logit model for conjoint choice experiments is extended to include effects of abstract brand attributes. The proposed CONFOLD model describes consumers' utility for the alternatives in conjoint choice experiments as a sum of two components: one pertaining to the concrete attributes used in the design of the choice alternatives, and the other pertaining to abstract attributes underlying the evaluation of brand names. |
SCIMA