haku: @author Chintagunta, P. / yhteensä: 15
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| Tekijä: | Chintagunta, P. |
| Otsikko: | Inertia and variety seeking in a model of brand-purchase timing |
| Lehti: | Marketing Science
1998 : VOL. 17:3, p. 253-270 |
| Asiasana: | MARKETING MODELS BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Previous research on state dependence indicates that a brand's purchase probabilities vary over time and depend on the levels of inertia and variety seeking and on the identity of the previously purchased brand. Brand-choice probabilities obtained from models such as the logit and the probit are, however, fixed over time, conditional on the previous brand purchased and on the levels of marketing variables. |
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