A dynamic model of brand choice when price and advertising signal product quality

Marketing Science

Volumn 27, Issue 6, 2008, Pages 1111-1125

  Erdem, Tülin ^a   Keane, Michael P ^b,c   Sun, Baohong ^d  

^a NEW YORK UNIVERSITY   (United States)

^b UNIVERSITY OF TECHNOLOGY SYDNEY   (Australia)

^c ARIZONA STATE UNIVERSITY   (United States)

^d CARNEGIE MELLON UNIVERSITY   (United States)

Author keywords

Advertising and price as signals of quality; Bayesian learning; Brand equity; Consumer choice under uncertainty; Dynamic choice; Pricing policy; Signaling

Indexed keywords

EID: 60949095189     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0362     Document Type: Article

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