REASSESSING BRAND LOYALTY, PRICE SENSITIVITY, AND MERCHANDISING EFFECTS ON CONSUMER BRAND CHOICE

被引:43
作者
ALLENBY, GM [1 ]
LENK, PJ [1 ]
机构
[1] UNIV MICHIGAN,SCH BUSINESS ADM,ANN ARBOR,MI 48109
关键词
AUTOCORRELATION; CHOICE MODELS; LOGISTIC REGRESSION; RANDOM EFFECTS;
D O I
10.2307/1392188
中图分类号
F [经济];
学科分类号
02 ;
摘要
This article reports the results of an empirical study of household brand choices over four scanner-panel data sets. The study uses a random-effects, autocorrelated, logistic regression model. The analysis presents evidence that the brand-choice process is not zero-order. In addition, the influence of in-store displays and feature advertisement on switching is shown to be about two to three times more effective than estimates obtained from previous studies. Finally, the analysis indicates systematic differences between frequent and infrequent buyers of products in terms of their sensitivity to price, displays, and feature advertising.
引用
收藏
页码:281 / 289
页数:9
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