|
|
|
|
| |
|
|
| Han, Sungill; Chung, Chanjin; Suh, Daeseok. |
| This study develops an analytical framework to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation), product differentiation, market concentration, and relationship between commodity and brand advertising programs. The newly developed model allows one to determine the relationship between generic and brand advertising, which has not been clearly shown in previous studies. Analytical results show that when generic advertising leads to an inelastic demand, generic advertising would help brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to an elastic demand, it would negatively affect the profitability of... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Generic advertising; Brand advertising; Product differentiation.; Agribusiness; Demand and Price Analysis; Industrial Organization; Marketing. |
| Ano: 2011 |
URL: http://purl.umn.edu/103739 |
| |
|
|
| Chung, Chanjin; Briggeman, Brian C.; Han, Sungill. |
| This study develops an alternative way of identifying the heterogeneity of WTP estimates for product attributes. The alternative approach combines mixed logit models with a latent segmentation method (MLS). First, the combined MLS approach estimates a mixed logit model and retrieve individual specific parameter estimates based on individual specific posterior distribution derived from the individual sequence of observed choices in the conjoint experiments. Second, WTPs of each choice variables are computed for each individual using the marginal rate of substitution between economic and choice variables. Finally, latent segmentation is conducted based on WTPs, individual perceptions on quality attributes, and demographic characteristics, and WTPs are... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Farm Management. |
| Ano: 2008 |
URL: http://purl.umn.edu/6411 |
| |
|
|
|
