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The dynamics of brand equity: a hedonic regression approach to the laser printer market

Author

Listed:
  • L von Auer

    (Universit&aauml;t Trier, Germany)

  • M Trede

    (Westf&aauml;lische Wilhelms-Universit&aauml;t Münster, Germany)

Abstract

The authors develop a dynamic hedonic regression approach to measuring the evolution of a comparative brand premium (pairwise price difference between two products that are identical in all respects apart from the brand). In contrast to existing approaches, the proposed Bayesian estimation method exploits the premia's intertemporal dependence structure, resulting in a higher level of accuracy of the estimated time paths of the brand premia. In addition, the authors present a novel, but straightforward way to construct confidence bands that cover the entire time series of brand premia with high probability. The authors apply their approach to a large, detailed data set on laser printers, which was gathered on a monthly basis over a 4-year period.

Suggested Citation

  • L von Auer & M Trede, 2012. "The dynamics of brand equity: a hedonic regression approach to the laser printer market," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 63(10), pages 1351-1362, October.
    • Handle: RePEc:pal:jorsoc:v:63:y:2012:i:10:p:1351-1362
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    Cited by:

    1. Ludwig von Auer & Mark Trede, 2018. "Markets with technological progress: pricing, quality, and novelty," Journal of Economics, Springer, vol. 124(2), pages 121-137, June.
    2. Robert J. Hill & Alicia N. Rambaldi & Michael Scholz, 2021. "Higher frequency hedonic property price indices: a state-space approach," Empirical Economics, Springer, vol. 61(1), pages 417-441, July.

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    More about this item

    JEL classification:

    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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