- importsource = "00222437-2005-02.txt"
- Artículo:
Recovering Stockkeeping-Unit-Level Preferences and Response Sensitivities from Market Share Models Estimated on Item Aggregates
- Autor:
David R. Bell
André Bonfrer
Pradeep K. Chintagunta
- Resumen:
The authors distinguish an attribute-level model, in which the unit of analysis is the market share for an alternative created by aggregation (e.g., Colgate toothpaste), from a truly disaggregate SKU-level model, and they establish an analytical relationship between parameters that they obtain from the two models
- Página:
169
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 1145203
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Brand Counterextensions: The Impact of Brand Extension Success Versus Failure
- Autor:
Piyush Kumar
- Resumen:
The author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counter-extensions
- Página:
183
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 1145204
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Modeling Preferences for Common Attributes in Multicategory Brand Choice
- Autor:
Vishal P.Singh
Karsten T. Hansen
Sachin Gupta
- Resumen:
The authors propose a multicategory brand choice model based on the conceptualization that the intrinsic utility for a brand is a function of underlying attributes, some of which are common across categories
- Página:
195
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 1145205
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Heterogeneous Conjoint Choice Designs
- Autor:
Zsolt Sándor
Michel Wedel
- Resumen:
This article proposes to construct a limited set of different designs. The principle of heterogeneous designs is applicable to a variety of types of models. This article illustrates this principle for Bayesian designs, taking into account prior uncertainty about the parameter values, and for mixed logit designs that accommodate respondent heterogeneity
- Página:
210
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 1145206
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Marketing Mass-Customized Products: Striking a Balance Between Utility and Complexity
- Autor:
Benedict G. C. Dellaert
Stefan Stremersch
- Resumen:
Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product
- Página:
219
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 1145207
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
