Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice
基于四个扫描面板数据集，使用随机效应自相关逻辑回归模型，发现品牌选择过程非零阶，店内陈列和特价广告的效果是之前研究估计的两到三倍，且频繁与不频繁购买者对价格、陈列和广告的敏感度存在系统差异。
Abstract 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 advertisements 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. KEY WORDS: AutocorrelationChoice modelsLogistic regressionRandom effects