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Accommodating heterogeneity in brand loyalty estimation: application to the U.S. beer retail market
The assessment of consumer behavior in brand-choice models may be greatly influenced by accurately modeling and evaluating a brand-loyalty parameter. The most well-known approaches for estimating brand loyalty employ a household’s past purchase data and account for habit formation with a single smoo...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9568980/ http://dx.doi.org/10.1057/s41270-022-00187-2 |