Kochkina, Natalia A.; Novikova, Olga V.; Potapov, Dmitriy B. - National Research University Higher School of Economics - 2014
This paper investigates how different marketing variables (advertising, sales promotion and product assortment) affect brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate store-level scanner data. Then we use these estimates...