Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice
Reassessing Brand Loyalty, Price Sensitivity, and Merchandising Effects on Consumer Brand Choice
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重新评估品牌忠诚度、价格敏感性和商品推销对消费者品牌选择的影响
DOI：
10.1080/07350015.1995.10524602
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发表时间：
1995
影响因子：
3
通讯作者：
P. Lenk
中科院分区：
文献类型：
--
作者：
Greg M. Allenby;P. Lenk
本文报告了一项基于四个扫描仪面板数据集的家庭品牌选择的实证研究结果。这项研究使用了随机效应、自相关、Logistic回归模型。这一分析证明，品牌选择过程不是零序的。此外，店内陈列和特色广告对切换的影响被证明是先前研究估计的两到三倍。最后，分析表明，经常购买产品和不经常购买产品的人在对价格、展示和特色广告的敏感度方面存在系统性差异。
This article reports the results of an empirical study of household brand choices over four scanner-panel data sets. The study uses a random-effects, autocorrelated, logistic regression model. The analysis presents evidence that the brand-choice process is not zero-order. In addition, the influence of in-store displays and feature advertisements on switching is shown to be about two to three times more effective than estimates obtained from previous studies. Finally, the analysis indicates systematic differences between frequent and infrequent buyers of products in terms of their sensitivity to price, displays, and feature advertising.
影响因子：
6.1
作者：
Sunil Gupta
通讯作者：
Sunil Gupta