.png){kind=icon}
返回
HETEROGENEOUS LOGIT MODEL IMPLICATIONS FOR BRAND POSITIONING
.png){kind=icon}
PRE
AI
DOI：10.2307/3152201.png)
.png){kind=icon}
原文求助.png){kind=icon}
分享.png){kind=icon}
收藏
摘要
En 中文
The author discusses the implications of a heterogeneous logit model for brand positioning. The methodology presented is a restricted version of a mixture-of-logits model and obtains brand positions on a product-market map and the distribution of preferences across households while accounting for the effects of marketing variables on household brand choice behavior. The restriction involves imposing a factor structure on the covariance matrix of the distribution of intrinsic brand preferences. An empirical application of the methodology is presented using A.C. Nielsen household-level scanner panel data on the purchases of liquid laundry detergents. The results indicate that the proposed model provides a better fit to the data than the unrestricted mixture-of-logits model or the Choice Map methodology.
Keyword:
PANEL DATA
CHOICE
AI总结
对已上传原文的论文进行重点信息的提取，主要内容包括：简要概述、研究摘要、背景介绍、关键亮点、图文解析、展望与总结。
