Targeting Mr. or Mrs. Smith : modeling and leveraging intrahousehold heterogeneity in brand choice behavior
Hernán A. Bruno, Javier Cebollada, Pradeep K. Chintagunta
| Year of publication: |
July-August 2018
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|---|---|
| Authors: | Bruno, Hernan A. ; Cebollada, Javier ; Chintagunta, Pradeep K. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 37.2018, 4, p. 631-648
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| Subject: | choice model | targeting | heterogeneity | Bayesian estimation | Konsumentenverhalten | Consumer behaviour | Theorie | Theory | Markenartikel | Brand | Bayes-Statistik | Bayesian inference | Logit-Modell | Logit model | Diskrete Entscheidung | Discrete choice |