Yoon, Kanghyun; Tran, Thanh V. - In: Management Research Review 34 (2011) 6, pp. 649-662
Purpose – This paper aims to propose a finite‐mixture brand‐choice model, which relaxes the common dichotomous assumption in market segmentation based on consumer loyalty. The model can be used to estimate the optimal number of consumer segments and capture both across‐ and...