A hierarchical Bayes associative network model for brand information is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are modeled in terms of brand/category familiarity, activation flows are modeled in terms of...

In a situation where several hundred new music albums are released each month, producing sales forecasts in a reliable and consistent manner is a rather difficult and cumbersome task. The purpose of this study is to obtain sales forecasts for a new album before it is introduced. We develop a...

Consumer heterogeneity is fundamental to the marketing concept, providing the basis for market segmentation, targeting and positioning, as well as micro-marketing. Substantial effort has already been devoted to incorporate heterogeneity in brand choice models. However, most of the research in...