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A generalization of the entropy model for brand purchase behavior

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  • J. N. Kapur
  • C. R. Bector
  • Uma Kumar

Abstract

Hemiter's entropy model for brand purchase behavior has been generalized for Renyi's measure of entropy which is a more general concept than Shannon's measure of entropy used by Herniter and which includes Shannon's measure as a limiting case. The generalized model considered here is more flexible than Herniter's model since it can give different marketing statistics for different products and it can give these statistics even when only some of the brands are considered.

Suggested Citation

  • J. N. Kapur & C. R. Bector & Uma Kumar, 1984. "A generalization of the entropy model for brand purchase behavior," Naval Research Logistics Quarterly, John Wiley & Sons, vol. 31(2), pages 183-198, June.
    • Handle: RePEc:wly:navlog:v:31:y:1984:i:2:p:183-198
    DOI: 10.1002/nav.3800310203
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