Melinda Spaulding

Eli Lilly and Company, Ltd - Eli Lilly and Company, Indianapolis

Marketing Research Analyst

Lilly Corporate Center

Indianapolis, IN 46285

United States

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Scholarly Papers (1)

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A Gravity‐Based Multidimensional Scaling Model for Deriving Spatial Structures Underlying Consumer Preference/Choice Judgments

The Journal of Consumer Research, Vol. 29, No. 1, pp. 91-100, 2002
Posted: 13 Jun 2016
Wayne S. DeSarbo, Juyoung Kim, S Chan Choi and Melinda Spaulding
Pennsylvania State University, Michigan State University, Rutgers Business School and Eli Lilly and Company, Ltd - Eli Lilly and Company, Indianapolis

Abstract:

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Brand Equity/Extensions, Brand Loyalty, Choice (Brand or Product Level), Mathematical Models, Multi‐dimensional Scaling