共查询到20条相似文献,搜索用时 796 毫秒
1.
Devon DelVecchio Cheryl Burke Jarvis Richard R. Klink Brian R. Dineen 《Marketing Letters》2007,18(3):149-164
We propose that brand equity can influence job seekers’ perceptions of job opportunities. Our results suggest that job seekers
view working for a strong brand as a way to build the power of their résumé. The belief that strong brands build powerful
résumés is, in part, the outcome of job seekers’ beliefs that working for a strong brand will allow them to advance to better
positions internally, provide them job-related training and skills, and demonstrate their willingness to work hard. In turn,
job seekers express a greater desire to work for strong brands as measured by salary requirements and perceptions of job appeal
in experiment 1 and job choice in experiment 2.
相似文献
Devon DelVecchioEmail: |
2.
Richard R. Klink 《Marketing Letters》2009,20(3):313-326
Conventional guidelines for naming new products overlook possible individual-level differences that may affect response to
new brand names. This research draws on sound symbolism theory to investigate whether gender affects response to new brand
names. Specifically, two studies are conducted to examine whether females respond more favorably than males to brand names
with front vowels and whether males respond more favorably than females to brand names with back vowels. Results indicate
that gender is associated with brand name response and that the gender asymmetries appear to be more pronounced in product
categories where masculinity–femininity is a more salient product attribute. An implication is that gender targeting can be
facilitated through the use of particular letters in brand names.
相似文献
Richard R. KlinkEmail: |
3.
This paper examines the issue of image feedback effects and potential drivers of these effects by analyzing real-world extensions
that have been introduced successfully in the market, using a longitudinal field study. Within the context of typical FMCG
extensions, the authors find strong evidence that even for successful extensions, negative image feedback effects can occur,
particularly when the perceived quality of the extension fails to meet the quality level of the parent brand. Strong brands
tend to be more vulnerable to negative image feedback effects because consumers have a higher reference level for their extensions
than for those of weaker brands. The likelihood of negative feedback effects decreases as the level of perceived fit and consumers’
perceptions of the general extendibility of the parent brand increases. But managers cannot, at least in the short run, mitigate
negative image feedback effects through increased advertising support. Finally, the findings demonstrate that the feedback
effects of a new extension product on parent brand image diminish over time.
相似文献
Henrik SattlerEmail: |
4.
C. Robert Clark Ulrich Doraszelski Michaela Draganska 《Quantitative Marketing and Economics》2009,7(2):207-236
We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures
of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising
is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment
changes brand awareness and quality perceptions. Our panel data allow us to control for unobserved heterogeneity across brands
and to identify the effect of advertising from the time-series variation within brands. They also allow us to account for
the endogeneity of advertising through recently developed dynamic panel data estimation techniques. We find that advertising
has consistently a significant positive effect on brand awareness but no significant effect on perceived quality.
相似文献
Michaela Draganska (Corresponding author)Email: |
5.
Anticipating the speed of market entry can help the feature pioneer and me-too brands develop more informed product launch
strategies. This paper explains imitation speed, broken down into the incidence and timing of imitation, across 144 imitators
and 847 nonimitators in 22 consumer packaged goods subcategories. On average, it takes 85 weeks for a me-too brand to introduce
its feature imitation. Increasing category market share increases the incidence of imitation and, conditional on their occurrence,
decreases the time to market of feature imitators. Faster entry arises for store brands as they are more likely to imitate
and tend to take shorter times to market. Price premium does not have a significant effect on the incidence or timing of a
me-too brand as it tends to dissipate after the first year. Brands imitate innovative features more often than noninnovative
features. Some evidence indicates these imitators can take a longer time to enter the market. New product managers may benefit
from the direction as well as the magnitude of these results.
相似文献
William T. RobinsonEmail: |
6.
Bart J. Bronnenberg 《Quantitative Marketing and Economics》2008,6(1):79-107
In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share advantage
over the other despite the similarity of the branded products. I present an explanation for these large and persistent advantages
in the context of local competition on perceived quality or brand image. The main result of the analysis is a relation between
varying degrees of product similarity and equilibrium outcomes of local share advantages. Namely, I find that asymmetric quality
positioning and associated local share advantages emerge especially when competing brands are objectively similar. Conversely,
local share asymmetries based on brand positioning occur less when brands are dissimilar. This paper provides two reinforcing
intuitions for this result. First, if brands are objectively similar, different levels of investment in local quality perceptions
co-exist in equilibrium in the same market, because this investment is often borne as fixed cost. Also, early movers will
invest in high perceived quality, whereas late movers have less incentive to invest because of demand sharing and increased
price competition. Second, if the local advantages are shared by competitors across markets, the persistence of these advantages
is reinforced by multimarket contact. Even when local brand building is free, firms may not want to improve perceived quality
in their “weak” markets if it initiates retaliation by the competition in their “strong” markets. The increase in multimarket
profits from collusion is large when the products are similar, because price competition looms large.
相似文献
Bart J. BronnenbergEmail: |
7.
Convergence in the electronics sector has allowed the addition of new functionalities to products (e.g., mobile television
to a cell phone). It is proposed that the goal congruence of the added functionality (i.e., whether it has similar or different goals as the base product) would affect the relative
gain to high versus lower quality brands. While lower quality brands would gain when a congruent functionality is added, high
quality brands would gain from an incongruent addition. The former hypothesis was confirmed significantly and the latter marginally
in two experimental studies.
相似文献
Tripat GillEmail: |
8.
Junji Xiao 《Marketing Letters》2008,19(2):171-181
This paper examines the characteristics attributed to the success of digital cameras by studying both the demand and the supply
sides of the digital-camera market. A discrete choice model is employed to investigate consumer preferences over digital camera
characteristics during the period 1996–1998. The empirical findings reveal that Sony’s ‘Easy-to-Use’ storage system contributes
significantly to Sony’s demand advantage and profitability. Also, the welfare analysis demonstrates that ‘Easy-to-Use’ attributes
significantly contribute to social welfare improvement.
相似文献
Junji XiaoEmail: |
9.
The number of non-farm proprietorships in the US has expanded significantly in past decades, but this expansion has not occurred
evenly over space. Regression analysis correcting for spatial autocorrelation reveals that proprietors respond rationally
to economic incentives. Parameter estimates for variables measuring collateral, age, ethnic mix, government policy, female
labor force participation, and natural amenities, each have the expected signs. A few options are available to policymakers
for influencing growth in self-employment densities over time.
相似文献
Anil Rupasingha (Corresponding author)Email: |
10.
In mixed price bundling, the consumer has the choice of buying the individual products separately, as part of a bundle with
a discounted price, or not purchasing them at all. Framing effects refer to how the price of the bundle is presented to the
consumer. Past studies have focused on perceptual measures and aggregate level results, and have only looked at a subset of
different types of price framing in any one study. In this paper we use discrete choice data to investigate whether price
framing affects choice in mixed price bundles. We find that the joint, integrated frame results in the highest proportion
of respondents choosing the bundle and the fewest choosing “none.” When the prices of items in a bundle are itemized, some
consumers are more likely to compare prices separately to their reference prices to evaluate the attractiveness of the deal,
but this actually reduces the probability of purchasing the bundle. However, the majority of consumers do not use reference
prices and instead follow a simple economic choice model.
相似文献
Joel E. UrbanyEmail: |
11.
The relationship between distribution coverage and market share for an incumbent brand and for new entrants in the ready-to-drink
iced tea market during its growth phase is explored using state space diagrams. This graphical visualization method was originally
developed to disentangle lead–lag relationships between short nonstationary time series, a situation in which standard econometric
methods have difficulty. In this research we show the usefulness of this method for long time series in offering complementary
insights to econometric models, in providing a simple and managerially useful tool, and in conducting exploratory data analysis
to guide subsequent modeling decisions. In the ready-to-drink iced tea market, usage of this method shows that during introduction
of new brands and growth of the category, demand leads distribution, but that as the market matures, the dominant incumbent
can defend with a distribution-leading-demand dynamic. Further, distribution coverage eventually becomes relatively stable
so that short term fluctuations in demand (probably due to responses to promotion) have minimal impact on distribution.
相似文献
Charles B. WeinbergEmail: |
12.
The Appropriateness of the Key Account Management Organization 总被引:1,自引:0,他引:1
Stefan Wengler 《Journal of Business Market Management》2007,1(4):253-272
Key account management programs often lack efficiency and effectiveness, as most key account management organizations are
inadequately designed for specific customer-supplier relationships. In this paper, a decision model based on transaction cost
economics is developed that allows for individualized decision-making on the most appropriate key account management organization:
By defining the transaction cost economics determinants uncertainty and frequency more in-depth companies will become able to refine their decision on the key account management organization alternatives
with respect to the characteristics of their individual customer-supplier relationship.
相似文献
Stefan WenglerEmail: |
13.
Mariarosaria Agostino Francesco Trivieri 《Journal of Industry, Competition and Trade》2008,8(1):33-53
This work investigates whether local differences in banking competition impact on the amount of bank debt used by Italian
small and medium sized manufacturing firms. Sample selection and Double Hurdle models are adopted as the process, which results
in the choice of bank financing may differ from that determining its amount. Our main finding is that more competitive banking
markets seem to be associated with relatively higher usage of bank debt by less transparent firms. On the other hand, a higher
banking competition seems to have no effect on the probability of receiving bank loans.
相似文献
Francesco TrivieriEmail: |
14.
Business Ethics Training: Insights from Learning Theory 总被引:1,自引:3,他引:1
John A. Weber 《Journal of Business Ethics》2007,70(1):61-85
This paper explores research in educational psychology and learning theory in a search for insights to enhance business ethics
training Useful educational principles uncovered are then applied to the development of an ethics training initiative for
sales professionals. The paper concludes with suggestions for future research to help enrich business ethics training.
相似文献
John A. WeberEmail: |
15.
Multivariate economic and business data frequently suffer from a missing data phenomenon that has not been sufficiently explored in the literature: both the independent and dependent variables for one or more dimensions are absent for some of the observational units. For example, in choice based conjoint studies, not all brands are available for consideration on every choice task. In this case, the analyst lacks information on both the response and predictor variables because the underlying stimuli, the excluded brands, are absent. This situation differs from the usual missing data problem where some of the independent variables or dependent variables are missing at random or by a known mechanism, and the “holes” in the data-set can be imputed from the joint distribution of the data. When dimensions are absent, data imputation may not be a well-poised question, especially in designed experiments. One consequence of absent dimensions is that the standard Bayesian analysis of the multi-dimensional covariances structure becomes difficult because of the absent dimensions. This paper proposes a simple error augmentation scheme that simplifies the analysis and facilitates the estimation of the full covariance structure. An application to a choice-based conjoint experiment illustrates the methodology and demonstrates that naive approaches to circumvent absent dimensions lead to substantially distorted and misleading inferences.
相似文献
Peter LenkEmail: |
16.
The French opposition to the war in Iraq in early 2003 prompted calls for a boycott of French wine in the US. We measure the
magnitude of consumers’ participation in the boycott, and look at basic evidence of who participates. Conservative estimates
indicate that the boycott resulted in 26% lower weekly sales at its peak, and 13% lower sales over the 6 months period that
we estimate the boycott lasted. Although theory suggests consumers would not participate in boycotts due to a free-rider problem,
these findings indicate that businesses should be concerned that consumers may boycott their products. We also find that neither
political preferences nor media attention are important determinants of boycott participation.
相似文献
Phillip Leslie (Corresponding author)Email: |
17.
Dmitri Kuksov 《Quantitative Marketing and Economics》2009,7(3):267-288
This paper explores the communication and choice strategies of economic agents deciding on a partnership, where agents are
uncertain about their payoffs, and payoffs of each agent depend on and are partly known to the potential partner. Business
examples of such decisions include mergers, acquisitions, distribution channel partners, as well as manufacturing and brand
alliances. Dating and marriage partner selection are also natural examples of this game. The paper shows that (a) when communication
is informative, the communication strategy as a function of the expected payoff of the partnership involves pretending fit
when expected payoff is high, pretending misfit when expected payoff is low, and telling the truth in the intermediate range,
and (b) the condition for informativeness of communication is that the distribution of payoffs has thin tails. Furthermore,
the paper shows that the possibility of communication, even when this communication is not restricted to be truthful, can
decrease the expected payoff for both the sender and the receiver; in particular, it can decrease the expected social welfare.
相似文献
Dmitri KuksovEmail: |
18.
José Ignacio López-Sánchez José Luis Arroyo-Barrigüete Domingo Ribeiro 《Service Business》2008,2(2):83-98
The objective of this paper is to propose a new model of competence in presence of network effects. We will introduce some
modifications in the Lotka-Volterra model, in order to solve its deficiencies. The main improvement is to introduce a modification
of Metcalfe’s Law, what allow us to reflect the effect of congestion externalities. The model’s validation, developed by numerical
simulation, confirms that its behaviour is quite similar to that observed in real markets.
相似文献
Domingo RibeiroEmail: |
19.
Grey Power: An Empirical Investigation of the Impact of Parallel Imports on Market Prices 总被引:1,自引:0,他引:1
Steve Thompson 《Journal of Industry, Competition and Trade》2009,9(3):219-232
The persistence of price discrimination across international markets with falling costs of unofficial importing is both paradox
and policy concern. E-commerce facilitates a “grey” market in parallel imports, particularly for high-value goods such as
electronics. This paper explores the impact of unofficial imports on price using a panel of product markets mediated via an
Internet shopbot. It finds the presence of an import model lowers prices across the market. However, unlike the refurbished
model it is not simply an inferior substitute. The import price discount increases over the model life cycle, suggesting that
model-specific preferences fall as each model ages.
相似文献
Steve ThompsonEmail: |
20.
It has been proposed conceptually that viewers respond to certain advertisements via Empathetic Responses; that is, by feeling with depicted characters. Such deep viewer engagement is especially valued in today’s media environment and is central to dramatic
advertising strategies. Nevertheless, Empathetic Responses remain relatively understudied. We situate Empathetic Responses
within a model comprising high-level personality domains (within the “Big Five”), lower-level personality facets (multidimensional
Trait Empathy), and Perceived Ad Vividness, all as antecedents, as well as consequent Ad-Evoked Feelings. Our findings clarify
the composition and function of Empathetic Responses, adding to both basic and applied understandings.
相似文献
Todd A. MooradianEmail: |