The evaluation of the full-factorial attraction model performance in brand market share estimation

dc.contributorVirginia Techen
dc.contributor.authorHowie, Patricken
dc.contributor.authorKleczyk, Ewaen
dc.contributor.departmentAgricultural and Applied Economicsen
dc.date.accessed2015-03-31en
dc.date.accessioned2015-03-31T14:46:47Zen
dc.date.available2015-03-31T14:46:47Zen
dc.date.issued2008-07-31en
dc.description.abstractHaving reliable models to predict the influence of marketing instruments on market performance is critical for efficient allocation of marketing resources. An Attraction Model is often used to predict market share, although it does not account for changing market structure. Howie and Kleczyk (2007) proposed a joined pre- and post-new brand introduction model based on a re-conceptualization of market share as a series of two-brand groups. The model is evaluated on its reliability of market share estimation. The study results reveal that the Full-Factorial Attraction Model accounts for the changing market structure as well as has a high predictive power.en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationHowie, P. K., Kleczyk, E. (2008). The evaluation of the full-factorial attraction model performance in brand market share estimation. African Journal of Business Management, 2(7), 119-124.en
dc.identifier.issn1993-8233en
dc.identifier.urihttp://hdl.handle.net/10919/51657en
dc.identifier.urlhttp://www.academicjournals.org/journal/AJBM/article-abstract/BE3050017024en
dc.language.isoenen
dc.publisherAcademic Journalsen
dc.rightsCreative Commons Attribution 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/us/en
dc.subjectmarket share estimationen
dc.subjectFull-Factorial Attraction Modelen
dc.subjectGLS estimationen
dc.titleThe evaluation of the full-factorial attraction model performance in brand market share estimationen
dc.title.serialAfrican Journal of Business Managementen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten

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