Effects of Brand Preference , Product Attributes , and Marketing Mix Variables in Technology Product Markets

@inproceedings{Sriram2004EffectsOB,
  title={Effects of Brand Preference , Product Attributes , and Marketing Mix Variables in Technology Product Markets},
  author={Shreya Sriram and Pradeep Chintagunta and R. Neelamegham},
  year={2004}
}
We develop a demand model for technology products that captures the effect of changes in the portfolio of models offered by a brand as well as the influence of the dynamics in its intrinsic preference on that brand’s performance. To accommodate the presence of multiple models at different points in time from a few (stable) brands, we use a nested logit model with the brand (e.g., Sony) at the upper level and its various models (e.g., Mavica, FD, DSC, etc.) at the lower level of the nest… CONTINUE READING

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