The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand...

Customer Satisfaction Index has been developed in many countries including North America, Europe and Asia last decades, which are based on Americal Customer Satisfaction Index (ACSI) by the University of Michigan, where the latent factor "Customer Satisfaction" related to the customer loyalty is...

A brand choice model with heterogeneous price-threshold parameters is used to investigate a three-regime piecewise-linear stochastic utility function. The model is used to explore the relationships between aspects of consumer price sensitivity and price thresholds using hierarchical Bayes...

In market share analysis, it is fully recognized that we have often inadmissibly predicted market share, which means that some of predictors take the values outside the range [0, 1] and the total sum of predicted shares is not always one, so‐called “logical inconsistency”. Based on the...

Market‐share analysis focuses on the competitive interrelations between products or brands. Marketing activity may affect the performance of a company's own product and that of its competitors not only within a single time horizon but also over several extended periods. Starting from a static...