Article | JMR, Journal of Marketing Research | May 1992

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

by Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation;

Citation:

Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." JMR, Journal of Marketing Research 29 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.)