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1.
Compromising the compromise effect: Brands matter 总被引:1,自引:0,他引:1
Francisca Sinn Sandra J. Milberg Leonardo D. Epstein Ronald C. Goodstein 《Marketing Letters》2007,18(4):223-236
Consumer behavior research has a long history indicating that preferences are influenced by the relative positions of members
of a choice set. The realism of this work, however, is somewhat limited because alternatives are typically labeled with letters
rather than with real brand names. We investigate the boundaries of prior research by testing whether preferences for alternatives
in compromise and superior positions generalize to a more realistic market scenario that includes choices between real brands.
In particular, we conduct two studies that examine if preferences for brands in a choice set are moderated by the inclusion
of more or less familiar brand names. We find that consumers prefer extreme brands when compromise brands are relatively less
familiar and compromise brands when they are relatively more familiar. In this scenario brand familiarity and not the position
of the alternatives determine choice. In situations where a choice alternative is superior, we find no moderation due to brand
familiarity.
相似文献
Ronald C. Goodstein (Corresponding author)Email: |
2.
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: |
3.
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: |
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.
In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control)
influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine
self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”),
respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast,
people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized
models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for
larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role
of weight locus of control in influencing consumer attitudes.
相似文献
Brett A. S. MartinEmail: |
6.
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: |
7.
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: |
8.
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: |
9.
Increasingly, manufacturers sell their products in their own retail stores, and many of these stores appear to be in direct
competition with independent retailers; i.e., both types of retail stores are physically co-located. We analyze one way this
practice affects the retail market. We find that, when independent retailers compete against company stores (instead of just
against other independent retailers), they (1) charge higher prices and (2) are more willing to engage in marketing efforts
on behalf of the manufacturer’s brand. Furthermore, when company stores and independent retailers compete in the same market,
the company store charges higher prices and provides more marketing effort. Anecdotal data are consistent with these model
predictions.
相似文献
V. PadmanabhanEmail: |
10.
Thomas J. Steenburgh 《Quantitative Marketing and Economics》2008,6(3):235-256
This article addresses the question of whether lump-sum bonuses motivate salespeople to work harder to attain incremental
orders or whether they induce salespeople to play timing games (behaviors that increase incentive payments without providing
incremental benefits to the firm) with their order submissions. We find that lump-sum bonuses primarily motivate salespeople
to work harder—a result that is consistent with the widespread use of bonuses in practice, but that contradicts earlier empirical
work in academics.
相似文献
Thomas J. SteenburghEmail: |
11.
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: |
12.
Ron Borzekowski Raphael Thomadsen Charles Taragin 《Quantitative Marketing and Economics》2009,7(2):147-179
This paper examines whether mailing list sellers, when faced with additional competitors, are more likely to try to segment
consumers by offering additional choices at different prices (second-degree price discrimination) and/or offering different
prices to readily identifiable groups of consumers (third-degree price discrimination). We utilize a dataset that includes
information about all consumer response lists derived from mail order buyers (i.e. lists derived from catalogs) available
for rental in 1997 and 2002. Our results indicate that increased competition leads to an increased propensity to price discriminate
along each of the dimensions we investigate. These results hold for both second-degree and third-degree price discrimination.
Further, list owners offer menus with more choices in more competitive markets. These results, taken together with results
from other empirical studies, suggest that the connection between competition and increased price discrimination is a result
that applies broadly.
相似文献
Raphael ThomadsenEmail: |
13.
This paper provides a positive theory of private labels in new product development when a non-integrated distribution channel
is faced with demand uncertainty. We consider a regular marketing environment in which a manufacturer endowed with a branded
product seeks to design a new product to resolve its retailer’s mis-targeting problem and to optimally screen consumers. Assuming
that only linear pricing schemes are available and that the retailer learns the state of demand earlier than the manufacturer
does, we show that the presence of a private label always improves channel efficiency. Moreover, a private label is more likely
to prevail when the existing branded product is a premium item.
相似文献
I-Huei WuEmail: |
14.
The effect of new business formation on regional development over time: the case of Germany 总被引:6,自引:0,他引:6
We investigate the effects of new business formation on employment change in German regions. A special focus is on the lag-structure
of this effect and on differences between regions. The different phases of the effects of new business formation on regional
development are relatively pronounced in agglomerations as well as in regions with a high-level of labor productivity. In
low-productivity regions, the overall employment effect of new business formation activity might be negative. The interregional
differences indicate that regional factors play an important role.
相似文献
Pamela MuellerEmail: |
15.
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: |
16.
This paper investigates whether small businesses face financial constraints that affect their survival. A model of moral hazard
is developed in which financial constraints arise endogenously. The model predicts that higher private assets relax financial
constraints and have a positive effect on the firm’s probability of survival. The empirical analysis confirms that the entrepreneur
has a higher propensity to stay in business when she inherits capital. This effect is particularly strong for entrepreneurs
who switch from self-employment into wage employment.
相似文献
Oleksandr TalaveraEmail: |
17.
The comfortable perception that global environmental challenges can be met through marginal lifestyle changes no longer bears
scrutiny. The cumulative impact of large numbers of individuals making marginal improvements in their environmental impact
will be a marginal collective improvement in environmental impact. Yet, we live at a time when we need urgent and ambitious
changes. An appeal to environmental imperatives is more likely to lead to spillover into other pro-environmental behaviours
than an appeal to financial self-interest or social status.
相似文献
Tom CromptonEmail: |
18.
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: |
19.
This paper has three objectives: (1) to survey the relevant literature addressing the (apparent) paradox of Research & Development
investments carried out within Small and Medium Enterprises; (2) to provide focused summaries of the articles in this special
issue; (3) to draw some general conclusions in terms of policy implications.
相似文献
Peter VoigtEmail: |
20.
This paper examines the relationship between new firm formation and regional employment change in The Netherlands. Using a
new regional data base for the period 1988–2002, we examine the time lags involved in the relationship. We also investigate
whether the relationship differs by sector and by degree of urbanization. We find that the maximum effect of new businesses
on regional development is reached after about 6 years. Our results also suggest that the overall employment impact of new-firm
start-ups is positive but that the immediate employment effects may be small in The Netherlands. Furthermore, we find that
the employment impact of new firms is strongest in manufacturing industries and that the employment impact of new firms is
stronger in areas with a higher degree of urbanization.
相似文献
André van StelEmail: |