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The proposed brand demand system is a set of interrelated demand functions that are derived explicitly from a utility function describing consumer preferences. The model generalizes by the integration of category expenditures, which are determined endogenously. The theoretical plausibility of the proposed demand model is demonstrated first and, subsequently, brand and category level systems are derived. Econometric methods for estimating the systems are also developed and illustrated in empirical data. The results yield empirically determined, quantitative insights into the structure of consumer demand for brands and product categories. The proposed approach has the attractive feature of structuring the interdependencies of consumer decisions and ensuring an explicit role for theory in applied research.<\/jats:p>","DOI":"10.1111\/j.1540-5915.2001.tb00965.x","type":"journal-article","created":{"date-parts":[[2007,6,7]],"date-time":"2007-06-07T14:28:01Z","timestamp":1181226481000},"page":"399-422","update-policy":"http:\/\/dx.doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":13,"title":["Utility\u2010consistent Brand Demand Systems with Endogenous Category Consumption: Principles and Marketing Applications*"],"prefix":"10.1111","volume":"32","author":[{"given":"George","family":"Baltas","sequence":"first","affiliation":[]}],"member":"311","published-online":{"date-parts":[[2007,6,7]]},"reference":[{"key":"e_1_2_1_2_1","volume-title":"Advanced econometrics","author":"Amemiya T.","year":"1986"},{"key":"e_1_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/0166-0462(88)90009-9"},{"key":"e_1_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.2307\/2297747"},{"key":"e_1_2_1_5_1","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/2450.001.0001"},{"key":"e_1_2_1_6_1","doi-asserted-by":"crossref","first-page":"295","DOI":"10.1177\/147078539804000402","article-title":"An integrated model of category demand and brand choice","volume":"40","author":"Baltas G.","year":"1998","journal-title":"Journal of the Market Research Society"},{"key":"e_1_2_1_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0148-2963(99)00058-2"},{"key":"e_1_2_1_8_1","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jors.2600454"},{"key":"e_1_2_1_9_1","volume-title":"The history of marketing thought","author":"Bartels R.","year":"1988"},{"key":"e_1_2_1_10_1","doi-asserted-by":"publisher","DOI":"10.2307\/1913731"},{"key":"e_1_2_1_11_1","volume-title":"Duality, separability and functional structure: Theory and economic applications","author":"Blackorby C.","year":"1978"},{"key":"e_1_2_1_12_1","doi-asserted-by":"publisher","DOI":"10.1016\/0304-4076(87)90072-8"},{"key":"e_1_2_1_13_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.10.4.297"},{"key":"e_1_2_1_14_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.12.2.184"},{"key":"e_1_2_1_15_1","volume-title":"Utility and production functions","author":"Chung J. 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