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Auflistung nach Autor "Silberhorn, Nadja"
Anzeige der Publikationen 1-6 von 6
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2007-11-21DiskussionspapierDas Hybride Wahlmodell und seine Anwendung im Marketing Dannewald, Till; Kreis, Henning; Silberhorn, NadjaTraditional choice models assume that observable behavior results from an unspecified evaluation process of the observed individual. When it comes to the revelation of this process mere choice models rapidly meet their ...
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2012-04-25DiskussionspapierDoes umbrella branding really work? Silberhorn, Nadja; Hildebrandt, LutzNumerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit ...
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2007-08-01DiskussionspapierEstimation with the Nested Logit Model Silberhorn, Nadja; Boztuğ, Yasemin; Hildebrandt, LutzEstimation with the Nested Logit Model: Specifications and Software Particularities Abstract: The paper discusses the nested logit model for choices between a set of mutually exclusive alternatives (e.g. brand choice, ...
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2006-02-28DiskussionspapierEstimation with the Nested Logit Model Silberhorn, Nadja; Boztuğ, Yasemin; Hildebrandt, LutzDue to its ability to allow and account for similarities betweenpairs of alternatives, the nested logit model is increasingly used in practical applications. However the fact that there are two different specifications of ...
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2010-03-11DissertationFour essays on modeling brand choice and brand loyalty Silberhorn, NadjaDie vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die ...
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2009-12-03DiskussionspapierIs cross-category brand loyalty determined byrisk aversion? Silberhorn, Nadja; Hildebrandt, LutzThe need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure. This is ...