Showing papers on "Brand equity published in 1980"
TL;DR: In this article, the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market, and explore the product price and advertising coefficients, as estimated by regression equations, in the context of assumed profit and market share maximization.
Abstract: In this paper the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market Brand product price and advertising coefficients, as estimated by regression equations, are explored in the context of assumed profit and market share maximization, and an attempt is made to evaluate empirically firms' actual marketing strategies
3 citations
TL;DR: In this article, a brand share model for Canadian filter cigarette brands is presented, using Canadian data for the period 1967-1975, in an attempt to gain some insight into the way in which advertising affects the distribution of sales with different brands.
Abstract: In an attempt to gain some insight into the way in which advertising affects the distribution of sales with different brands, a brand share model for Canadian filter cigarette brands is presented, using Canadian data for the period 1967-1975.
1 citations