Measuring changes in preferences and perception due to the entry of a new brand with choice data

Lutz Hildebrandt & Lea Kalweit
Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are still lacking. We employ an internal market structure analysis to measure context effects caused by a new product in scanner panel data, and to discriminate between alternative theoretical...
This data repository is not currently reporting usage information. For information on how your repository can submit usage information, please see our documentation.