On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities

On the Use of Hierarchical Clustering for the Analysis of Nonsymmetric Proximities

Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and desc...

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Veröffentlicht in:The Journal of consumer research 1984-06, Vol.11 (1), p.601-610
Hauptverfasser: DeSarbo, Wayne S., De Soete, Geert
Format: Artikel
Sprache:eng
Schlagworte:
Brand loyalty
Brand switching
Brands
Cluster analysis
Consumer behavior
Consumer research
Diet
Financial market structures
Market structure analysis
Marketing strategies
Research in Brief
Soft drinks
Sprites
Statistical variance
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Zusammenfassung:Rao and Sabavala (1981) recently proposed a hierarchical clustering methodology applied to normalized brand switching matrices to assess competitive market structure We introduce a recently developed clustering method that appears to be more suited to the analysis of such nonsymmetric data, and describe an application and comparison of the various approaches
ISSN:0093-5301
1537-5277
DOI:10.1086/208996