| Article ID: | iaor1990470 |
| Country: | United States |
| Volume: | 36 |
| Issue: | 4 |
| Start Page Number: | 1 |
| End Page Number: | 7 |
| Publication Date: | Apr 1990 |
| Journal: | Management Science |
| Authors: | Hofacker Charles F. . |
The full covariance probit model is highly regarded due to the flexibility with which it can represent cross brand effects. Explicit formulae for these cross brand effects for the general