In this paper we present a new likelihood-based model to represent unbiased brand perceptions. The model simultaneously disentangles brand-specific preference and attribute specific ratings and calculates a two-dimensional perceptual map-
Sources of Brand Equity: A New Model to Represent Unbiased Perceptions / M. Visentin; M. Colucci; G. L. Marzocchi. - STAMPA. - (2007), pp. 38-38. (Intervento presentato al convegno INFORMS Marketing Science Conference tenutosi a Singapore nel 28-30 Giugno 2007).
Sources of Brand Equity: A New Model to Represent Unbiased Perceptions
VISENTIN, MARCO;COLUCCI, MARIACHIARA;MARZOCCHI, GIAN LUCA
2007
Abstract
In this paper we present a new likelihood-based model to represent unbiased brand perceptions. The model simultaneously disentangles brand-specific preference and attribute specific ratings and calculates a two-dimensional perceptual map-File in questo prodotto:
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