BRANDVAL: a computational model for enhancing the measurement of brand value with scanner data

Moutinho, L. and Harley, S. (1998) BRANDVAL: a computational model for enhancing the measurement of brand value with scanner data. Journal of Targeting, Measurement and Analysis for Marketing, 7(1), pp. 46-58.

Abstract

Examines how brand value can be estimated from the analysis of household purchase histories using a scanner data panel. Reviews the concept of brand value and assesses the use of heuristic algorithms as an analysis tool in this context. Describes a method for measuring brand value using scanner data (BrandVal) and discusses the computational issues raised by the technique. Concludes that a computational model for measuring brand value might be enhanced by the use of genetic algorithms, tabu search of simulated annealing rather than the 'hill-climbing' approach presented here.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz
• Authors: Moutinho, L., and Harley, S.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Targeting, Measurement and Analysis for Marketing
• Publisher: Palgrave Macmillan Ltd.
• ISSN: 0967-3237