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Measuring Changes In Brand Choice Behavior

Author

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  • Bernhard Baumgartner

Abstract

The multinomial logit model is frequently used in marketing research to explain consumers’ brand choice decisions. In almost all applications of this model, the parameters of the consumers’ utility function are assumed to be constant across time. In contrast to this assumption, both marketing theory and statements from marketing practitioners suggest the possibility of short-term fluctuations and long-term changes in consumers’ brand choice behavior. In this paper, nonparametric brand-specific time-variable functions replace the brand-specific constants usually found in brand choice models. I estimate the model for panel data from two product categories and derive management implications.

Suggested Citation

  • Bernhard Baumgartner, 2003. "Measuring Changes In Brand Choice Behavior," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 55(3), pages 242-256, July.
    • Handle: RePEc:sbr:abstra:v:55:y:2003:i:3:p:242-256
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    Citations

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    Cited by:

    1. 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.
    2. Bernhard Baumgartner & Daniel Guhl & Thomas Kneib & Winfried J. Steiner, 2018. "Flexible estimation of time-varying effects for frequently purchased retail goods: a modeling approach based on household panel data," OR Spectrum: Quantitative Approaches in Management, Springer;Gesellschaft für Operations Research e.V., vol. 40(4), pages 837-873, October.

    More about this item

    Keywords

    Brand Choice Model; Generalized Additive Model; Multinomial Logit;
    All these keywords.

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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