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Ein Discrete Choice-Modell zur Erklärung von Markentreue auf Grundlage von Theorien des Lernens und der wahrgenommenen Unsicherheit

Author

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  • Bernhard Baumgartner

    (Universität Regensburg)

  • Harald Hruschka

    (Universität Regensburg)

Abstract

Summary In the Marketing literature, there are a number of discrete choice models which incorporate brand-loyalty. A model introduced by Guadagni and Little (1983) has proven its ability to measure loyalty in several applications, but this model does not explain why consumers develop loyalty. In this paper, a model is introduced, which is based on psychological constructs like learning and perceived uncertainty. In an empirical application it is shown that the fit of this model is comparable to the fit of the Guadagni/Little model. Furthermore the introduced model includes an approach to explain brand-loyalty and enables management implications, that do not arise from the Guadagni/Little model.

Suggested Citation

  • Bernhard Baumgartner & Harald Hruschka, 2002. "Ein Discrete Choice-Modell zur Erklärung von Markentreue auf Grundlage von Theorien des Lernens und der wahrgenommenen Unsicherheit," Schmalenbach Journal of Business Research, Springer, vol. 54(4), pages 299-316, June.
    • Handle: RePEc:spr:sjobre:v:54:y:2002:i:4:d:10.1007_bf03372680
    DOI: 10.1007/BF03372680
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    References listed on IDEAS

    as
    1. Randolph E. Bucklin & James M. Lattin, 1991. "A Two-State Model of Purchase Incidence and Brand Choice," Marketing Science, INFORMS, vol. 10(1), pages 24-39.
    2. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    3. Peter S. Fader & James M. Lattin & John D. C. Little, 1992. "Estimating Nonlinear Parameters in the Multinomial Logit Model," Marketing Science, INFORMS, vol. 11(4), pages 372-385.
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    More about this item

    Keywords

    M31; C35;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions

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