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The dynamics of brand equity / L von Auer in Journal of the operational research society (JORS), Vol. 63 N° 10 (Octobre 2012) 

Public ISBD [article]  in Journal of the operational research society (JORS) > Vol. 63 N° 10 (Octobre 2012) . - pp. 1351–1362 Titre : The dynamics of brand equity : a hedonic regression approach to the laser printer market Type de document : texte imprimé Auteurs : L von Auer, Auteur ; M. Trede, Auteur Année de publication : 2012 Article en page(s) : pp. 1351–1362 Note générale : operational research Langues : Anglais (eng) Mots-clés : laser  printer  market;  brand  equity;  price  premium;  hedonic  regression;  Bayesian  estimation;  dynamic  linear  model Index. décimale : 001.424 Résumé : The authors develop a dynamic hedonic regression approach to measuring the evolution of a comparative brand premium (pairwise price difference between two products that are identical in all respects apart from the brand). In contrast to existing approaches, the proposed Bayesian estimation method exploits the premia's intertemporal dependence structure, resulting in a higher level of accuracy of the estimated time paths of the brand premia. In addition, the authors present a novel, but straightforward way to construct confidence bands that cover the entire time series of brand premia with high probability. The authors apply their approach to a large, detailed data set on laser printers, which was gathered on a monthly basis over a 4-year period. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v63/n10/abs/jors201145a.html [article] The dynamics of brand equity : a hedonic regression approach to the laser printer market [texte imprimé] / L von Auer, Auteur ; M. Trede, Auteur . - 2012 . - pp. 1351–1362. operational research Langues : Anglais (eng) in Journal of the operational research society (JORS) > Vol. 63 N° 10 (Octobre 2012) . - pp. 1351–1362 Mots-clés : laser  printer  market;  brand  equity;  price  premium;  hedonic  regression;  Bayesian  estimation;  dynamic  linear  model Index. décimale : 001.424 Résumé : The authors develop a dynamic hedonic regression approach to measuring the evolution of a comparative brand premium (pairwise price difference between two products that are identical in all respects apart from the brand). In contrast to existing approaches, the proposed Bayesian estimation method exploits the premia's intertemporal dependence structure, resulting in a higher level of accuracy of the estimated time paths of the brand premia. In addition, the authors present a novel, but straightforward way to construct confidence bands that cover the entire time series of brand premia with high probability. The authors apply their approach to a large, detailed data set on laser printers, which was gathered on a monthly basis over a 4-year period. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v63/n10/abs/jors201145a.html