A choice modelling approach to evaluate effectiveness of brand development initiatives

International Journal of Management and Decision Making

Volumn 6, Issue 2, 2005, Pages 180-198

  Banerjee, Arindam ^a   Awasthy, Dheeraj ^a   Gupta, Vivek ^a  

^a INDIAN INSTITUTE OF MANAGEMENT   (India)

Author keywords

brand development; choice modelling; emerging markets; marketing DSS; nested logit

Indexed keywords

EID: 84961561451     PISSN: 14624621     EISSN: 17415187     Source Type: Journal    
DOI: 10.1504/IJMDM.2005.006031     Document Type: Article

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24. Brand names have been camouflaged to maintain confidentiality.
25. A leading market research company in India.
26. Base share is the share of firm’s brand because of brand equity or long term sales/advertising effort.