Template-Type: ReDIF-Paper 1.0
Author-Name: Fok, D.
Author-Name-Last: Fok
Author-Name-First: Dennis
Author-Name: Paap, R.
Author-Name-Last: Paap
Author-Name-First: Richard
Author-Person: ppa494
Author-Name: Franses, Ph.H.B.F.
Author-Name-Last: Franses
Author-Name-First: Philip Hans
Author-Person: pfr226
Title: Modeling dynamic effects of promotion on interpurchase times
Abstract: In this paper we put forward a duration model to analyze the dynamic effects of marketing-mix  variables on interpurchase times. We extend the accelerated failure-time model with an  autoregressive structure. An important feature of our model is that it allows for different  long-run and short-run effects of marketing-mix variables on interpurchase times. As marketing  efforts usually change during the spells, we explicitly deal with time-varying covariates.  Our empirical analysis of purchases in three different categories reveals that, for some  segments of households, the short-run effects of marketing-mix variables are significantly  different from the long-run effects.
Creation-Date: 2002-10-09
File-URL: https://repub.eur.nl/pub/544/feweco20021009130822.pdf
File-Format: application/pdf
Series: RePEc:ems:eureir
Number: EI 2002-37
Keywords: Dynamic duration model, Error-correction model, Time-varying covariates, Unobserved heterogeneity
Handle: RePEc:ems:eureir:544