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Estimating time-varying parameters in brand choice models: A semiparametric approach

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  • Guhl, Daniel
  • Baumgartner, Bernhard
  • Kneib, Thomas
  • Steiner, Winfried J.

Abstract

Nowadays, brand choice models are standard tools in quantitative marketing. In most applications, parameters representing brand intercepts and covariate effects are assumed to be constant over time. However, marketing theories, as well as the experience of marketing practitioners, suggest the existence of trends or short-term variations in particular parameters. Hence, having constant parameters over time is a highly restrictive assumption, which is not necessarily justified in a marketing context and may lead to biased inferences and misleading managerial insights.

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  • Guhl, Daniel & Baumgartner, Bernhard & Kneib, Thomas & Steiner, Winfried J., 2018. "Estimating time-varying parameters in brand choice models: A semiparametric approach," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 394-414.
    • Handle: RePEc:eee:ijrema:v:35:y:2018:i:3:p:394-414
    DOI: 10.1016/j.ijresmar.2018.03.003
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    2. Antonis A. Michis, 2023. "Retail distribution evaluation in brand-level sales response models," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 366-378, September.

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