Defender

Marketing dictionary

Defender

A model representing customers' brand choice decisions as a function of brand attributes. Key features include the incorporation of heterogeneous customer preferences and the representation of attribute levels in a "per dollar" multiattribute space. Based on the model, several qualitative, normative implications hold regarding the optimal competitive response by "defending" brands against a new market entrant (Hauser and Gaskin 1984; Hauser and Shugan 1983). Source: AMA

See: Brand Choice Models

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