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| Tekijä: | Horvath, C. (et al.) |
| Otsikko: | Competitive reaction- and feedback effects based on VARX models of pooled store data |
| Lehti: | International Journal of Research in Marketing
2005 : DEC, VOL. 22:4, p. 415-426 |
| Asiasana: | brands products demand models USA |
| Kieli: | eng |
| Tiivistelmä: | In this paper, a model accommodating dynamic phenomena in demand- and reaction functions is applied. A fixed effects (here as: effs.) VARX model with dynamic and interactive effs. for multiple brands based on pooled time series and cross-sectional data for two product categories is estimated. The Impulse Response Analysis (IRA) results for one category (tuna) under different scenarios show that the inclusion/exclusion of competitive reaction- and feedback effs. matters a lot, consistent with a high degree of competitive interaction in this market. It is found among others that the role of (as: r-of). cross-brand feedback effs. is greater than r-of. of traditional competitive reaction effs. |
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