J. D. Herniter's entropy model for brand purchase behavior has been generalized for A. Renyi's measure of entropy which is a more general concept than C. E. Shannon's measure of entropy used by Herniter and which includes Shannon's measure as a limiting case. The generalized model considered here is more flexible than Herniter's model since it can give different marketing statistics for different products and it can give these statistics even when only some of the brands are considered.

dx.doi.org/10.1002/nav.3800310203
Naval research logistics quarterly
Sprott School of Business

Kapur, J.N. (J. N.), Bector, C.R. (C. R.), & Kumar, U. (1984). GENERALIZATION OF THE ENTROPY MODEL FOR BRAND PURCHASE BEHAVIOR. Naval research logistics quarterly, 31(2), 183–198. doi:10.1002/nav.3800310203