A Model of Marketing Mix, Brand Switching, and Competition
开发了一个包含营销组合变量、产品特征及其交互作用的品牌转换模型，用于分析品牌竞争模式，并通过扫描面板数据进行了应用演示。
The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition. Two forms of the model are presented and least squares estimation procedures suggested. Implications of the models’ parameters for analyzing the structure of markets and patterns of brand competition are discussed. The models are illustrated with an application using scanner panel data.