Note---A Brand Switching Model with Implications for Marketing Strategies
Note---A Brand Switching Model with Implications for Marketing Strategies
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注——对营销策略有影响的品牌转换模型
DOI：
10.1287/mksc.8.1.89
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发表时间：
1989
影响因子：
5
通讯作者：
D. G. Morrison
中科院分区：
文献类型：
--
作者：
R. Colombo;D. G. Morrison
提出了一个两级的“硬核忠诚”和“潜在转换者”潜在模型，用于分析品牌转换数据。一些以前未公布的汽车数据将与另一组经常购买的包装商品的数据一起沿着展示和分析。我们展示了如何使用标准的对数线性建模方法来轻松估计我们的简单模型。我们希望所提出的方法、实例和管理影响将促进耐用品和服务领域交换数据的收集和分析。事实上，我们的模型可能更适合这两个方面的营销比它是消费包装商品-这到目前为止代表了几乎所有的出版工作使用开关数据。
A two-class “Hard-Core Loyal” and “Potential Switcher” latent model for the analysis of brand switching data is proposed. Some previously unpublished automobile data will be presented and analyzed along with another data set for frequently purchased packaged goods. We show how our simple model can be easily estimated using a standard log-linear modeling approach. We hope that the approach, examples, and managerial implications presented will stimulate increased collection and analysis of switching data in the areas of durables and services. In fact our model may well be more appropriate for these two aspects of marketing than it is for consumer packaged goods---which up to now represents almost all of the published work using switching data.