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Brand awareness is recognized to be an important determinant in shaping the success of durables [13, 16], yet it is very difficult to be quantified. This is exactly the main goal of this paper: propose a suitable model where brand awareness of two competing firms is modeled and, eventually, estimated. To this aim, we build a random utility model for a duopoly where each competitor is characterized by different pricing strategies and brand awareness. As a result, different levels of market shares will emerge at the equilibrium. As a case study, we calibrate the model with real data from the smartphone industry obtaining an estimate of the value of the brand awareness of two leading brands.

Conditional probability distribution models have been widely used in economics and finance. In this chapter, we introduce two closely related popular methods to estimate conditional distribution models—Maximum Likelihood Estimation (MLE) and Quasi-MLE (QMLE). MLE is a parameter estimator that maximizes the model likelihood function of the random sample when the conditional distribution model is correctly specified, and QMLE is a parameter estimator that maximizes the model likelihood function of the random sample when the conditional distribution model is misspecified. Because the score function is an MDS and the dynamic Information Matrix (IM) equality holds when a conditional distribution model is correctly specified, the asymptotic properties of MLE is analogous to those of the OLS estimator when the regression disturbance is an MDS with conditional homoskedasticity, and we can use the Wald test, LM test and Likelihood Ratio (LR) test for hypothesis testing, where the LR test is analogous to the J · F test statistic. On the other hand, when the conditional distribution model is misspecified, the score function has mean zero, but it may no longer be an MDS and the dynamic IM equality may fail. As a result, the asymptotic properties of QMLE are analogous to those of the OLS estimator when the regression disturbance displays serial correlation and/or conditional heteroskedasticity. Robust Wald tests and LM tests can be constructed for hypothesis testing, but the LR test can no longer be used, for a reason similar to the failure of the F-test statistic when the regression disturbance displays serial correlation and/or conditional heteroskedasticity. We discuss methods to test the MDS property of the score function, and the dynamic IM equality, and correct specification of a conditional distribution model.

In recent years, the Free Trade Zones(FTZs) have developed rapidly in China, contributing greatly to establishing an open economy. The success of FTZs is related closely to the financial innovation policies. This paper takes the financial leasing industry as an example and evaluates the financial innovation policies in FTZs through data mining. The empirical results show that the financial innovation policies are effectively implemented and attract investors with low funding ability. Meanwhile, investors in capital markets recognize the policies with positive stock price reactions. However, the policies have some limitations, which haven’t attracted enterprises with good profits and high potential.