Comparing Structural Equation Models with Discrete Choice Experiments for Modelling Brand Equity and Predicting Brand Choices

A dynamic multinomial probit model for b

A dynamic multinomial probit model for brand choice with different long-run and short-run effects of marketing-mix variables

✍ Richard Paap; Philip Hans Franses 📂 Article 📅 2000 🏛 John Wiley and Sons 🌐 English ⚖ 414 KB

## Abstract In this paper we propose a dynamic multinomial probit model in order to estimate the long‐run and short‐ run effects of marketing mix variables on brand choice. The latent variables, which contain the unobserved perceived utilities, follow a first‐order vector error correction autoregre