Does Advertising Overcome Brand Loyalty? Evidence from the Breakfast‐Cereals Market

In differentiated product markets where consumer preferences are characterized by brand loyalty, an important role for advertising may be to overcome brand loyalty by encouraging consumers to switch to less familiar brands. Using a scanner panel dataset of breakfast-cereal purchases, I find evidence consistent with the hypothesis that advertising counteracts the tendencies of brand loyalty toward repeat purchasing. Equivalently, advertising reduces switching costs in this market. Furthermore, counterfactual experiments demonstrate that in markets with brand loyalty, advertising is an attractive and effective option—relative to alternative promotional activities, such as price discounts—of stimulating demand for a brand .     

基于多项Logit选择模型的在线渠道价格促销效应实证研究

在线渠道下,不同品牌的价格折扣促销的差异性会引起在线消费者品牌选择行为变化。同时,在线的价格比较机制也增加了消费者价格敏感度,如果不分离出这一重要的促销效应,那么会产生估计偏差,影响模型的预测能力。本文首先回顾品牌选择的离散模型中价格促销的研究脉络;然后构建在线渠道消费者品牌选择离散Logit模型;接着在对中国某电子商务公司的消费者实际购买可乐的面板数据分析的基础上,研究价格折扣对于该公司消费者品牌选择行为的影响效应,研究发现：（1）如果不引入价格折扣促销因素,将会过高估计价格的影响;（2）价格折扣促销对于消费者网上品牌选择有显著的影响,且影响为正效应。文章最后剖析价格折扣对在线渠道的消费者品牌选择的行为影响机理,并提出未来的研究方向。     

试论营造品牌忠诚

品牌忠诚度的高低是衡量品牌资产价值高低的重要指标之一,也是企业的战略资产,对企业的生存和发展起着十分重要的作用。文章从品牌忠诚度的定义入手,介绍了品牌忠诚度的衡量标准,并着重讨论了如何营造品牌忠诚度。     

The effect of entrant brand's ownership on national brands' positioning strategies

National brand manufacturers face the threat of new product entry from not only their traditional competitors (other national brand manufacturers) but also from their own customers (the retailer). We compare how national brands can limit the loss due to entry of these two types of entrants by positioning of their brands. Our results show that national brands position farther from one another when the new entrant is a store brand than when the entrant is another national brand. We also find that due to different positioning strategies of these two types of entrant brands—the entrant store brand positioning “in‐between” incumbent national brands whereas the entrant national brand positioning “away” from incumbent national brands—incumbent national brands may lose more from the entry of a weaker store brand than from the entry of a stronger national brand. Finally, we find that taking into consideration both pricing and product positioning decisions, consumer and social welfare are generally higher from store brand entry than from national brand entry.     

基于品牌社群社会资本和消费体验的品牌忠诚培育研究

品牌社群是一种由消费者、企业、品牌和产品等一系列要素组成的社会关系网络,它对社群成员态度和行为方式有着深刻的影响。当前品牌社群研究的主要内容是品牌社群对品牌忠诚的作用机理。本文以社会资本理论和消费体验理论为基础,从品牌忠诚的行为忠诚和态度忠诚两个角度出发,构建品牌忠诚培育的作用机理模型,并从创新培育独特的品牌社群、提供优质的品牌社群社会资本、提升品牌社群的消费体验等方面,探讨了品牌忠诚培育的思路和策略。     

品牌关系、消费价值对品牌忠诚度的影响

本文以手机为研究对象,通过问卷调研和深度访谈法构建了消费者品牌忠诚度的影响因素模型,运用结构方程模型实证探讨了消费者品牌忠诚度的影响因素,得出了这些影响因素之间的相互关系,即:功能价值负向影响工具型关系,对情感型关系有一定正向影响,但不显著;情感型关系受情感价值正向影响,两者存在较强线性关系,但与工具型关系不显著;财务价值同时正向影响情感型和工具型关系;工具型关系分别正向、负向影响行为忠诚、态度忠诚;态度忠诚正向影响行为忠诚。     

论企业的高低品牌双赢战略

文章论述了企业创造品牌的运作方式,指出企业应该根据自身情况和客观市场环境具体问题,运用高低品牌双赢战略,使企业在市场竞争中取得事半功倍的效果。     

Share,price and category expenditure—geographic market effects and private labels

Focusing on the interaction between national brands and private labels, this paper has two main empirical contributions: (i) a simultaneous system of demand (share), price and expenditure equations is estimated, and (ii) differences in the structure of the local geographic market are incorporated into the analysis. The former represents an important step in understanding the complete nature of private label and national brand interaction, while the latter is important for understanding the impact of the local retail environment on market behaviour. IRI scanner data from 1991 and 1992 are used to estimate a five‐equation system across 135 food product categories and 59 geographic markets. The results suggest that concentration at both the manufacturer and retailer level can significantly affect private label and national brand price. However, while increased retailer concentration is associated with higher national brand and private label prices, higher manufacturer concentration is associated with higher national brand but lower private label prices. Increases in national brand advertising has the effect of raising national brand price and share, but lowering private label price and share. This is consistent with previous research and suggests that advertising and local market conditions play a significant role in the ability of national brands to price at a premium over private labels. Finally, marketing decision variables, such as display activity and private label distribution, can have an important impact on total category expenditure. Copyright © 1999 John Wiley & Sons, Ltd.     

为什么是李书福?

想捧得沃尔沃这个“北欧美人”归的远不止吉利一家,可为什么最后成行的却是李书福这个入行汽车才十几年的“青年农夫”？     

The Reality of Brands:

A bstract he ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The ontological status of brands hinges on their relationship with products. Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading brand awarencess' or 'brand image' as constitutive for the existence of brands so that, in their view, tools of the marketing mix can influence relevant mental dispositions and attitudes. Brand realists, on the other hand reject the view of brands as mere marks or names and interpret them as emergent products with properties that afford branding in the sense of Gibson's ecological psychology. Brand strength is a function of the degree to which brands occupy defensible niches in product space. Branding as a process involves changing external or internal boundaries of products. Several arguments are proposed in favor of brand realism. The fragments of an ontology of marketing are developed in a broadly Aristotelian framework. Brand realism has significant implications for a new understanding of issues ranging from the effects of advertising to financial brand valuation, the nature of trademarks, and marketing strategy in general. It permits one to treat brand equity as a real phenomenon not dependent on associations, attitudinal states such as brand loyalty, or spurious constructs such as brand character or personality.     

Coupon Advertising Under Imperfect Price Information*

This paper studies sales promotions through coupons in an oligopoly under imperfect price information. Sellers can distribute either ordinary coupons, or coupon (price) advertising, or both types of coupons, at distant locations to attract consumers from their rivals' markets. A unique symmetric pure-strategy equilibrium exists where rebates and couponing intensity are always positive. In the ordinary-coupon equilibrium, prices, promotional efforts, and sellers' profits are higher than in the coupon-advertising equilibrium. However, if sellers are allowed to distribute both types of coupons, only coupon advertising is sent out in equilibrium.     

Market competition and pricing strategies in retail supply chains

This study provides a better explanation for the continued prevalence of high–low (Hi–Lo) pricing strategy. We investigate the impact of market competition on adopting two different pricing strategies in the retail industry: everyday low price (EDLP) strategy and Hi–Lo strategy. We developed two analytic models using a game-theoretic modeling approach: the profit maximization model and the sales revenue maximization model. We then conducted an econometric analysis based on retail store-level dataset. The result shows that an EDLP player's equilibrium price depends highly on the cost level rather than competitor's price whereas the Hi–Lo player's equilibrium price depends mainly on the range of promotional basket as well as the cost level.     

消费者对价格折让促销的反应研究——基于郑州中低端白酒市场的实证分析

本文通过对郑州中低端白酒市场促销效果调研获得的第一手资料,应用SPSS13.0、AMOS7.0等工具对数据进行处理,分析了消费者对价格折让这种促销手段的反应,最后运用结构方程模型从品牌换、品牌忠诚、购买时机、购买数量、产品试用等五个因素验证了消费者应答价格折让促销的影响程度。     

“When Should Manufacturers Want Fair Trade?”: New Insights from Asymmetric Information when Supply Chains Compete

We study a model of competing manufacturer/retailer pairs where adverse selection and moral hazard are coupled with promotional externalities at the downstream level. In contrast to earlier models mainly focusing on a bilateral monopoly setting, we show that with competing brands a ‘laissez‐faire’ approach towards vertical price control might not always promote productive efficiency. Giving manufacturers freedom to control retail prices is more likely to harm consumers when retailers impose positive promotional externalities on each other, and the converse is true otherwise. Our simple model also suggests that, with competing supply chains, consumers and manufacturers might prefer different contractual modes if promotional externalities have substantial effects on demands.     

高职院校品牌个性开发路径研究

随着高等教育大众化阶段的到来,高职院校教育品牌的特色化和个性化发展已成为学校生存与发展的必然的选择。文章分别从品牌定位与学院特色文化、品牌形象塑造与满意度工程、品牌整合营销与传播、品牌专业建设、品牌质量管理与评估等五个方面对目前高职院校品牌个性塑造路径进行阐述,为进一步创建高职教育品牌的内涵式、个性式发展,创造了坚实的基础。     

Why should firms manufacture retailer brands?

For firms manufacturing convenience goods there are three branding policies available, a proprietory brand policy, a retailer brand policy and a mixed brand policy. A firm's choice depends on differences in demand and promotion costs between the proprietory and retailer brand markets. This can be analysed using a simple elaboration of the standard 3rd degree price discrimination model. But if the two markets are not independent over the long-term there may be other consequences of following the optimization rules of the model. If retailers develop consumers' preference for their own shops and their own brands, the demand advantage enjoyed by manufacturers' brands may be reduced further. The more willing are manufacturers to supply retailer brands, the more retailers win undermine the demand for manufacturers' proprietory brands.     

Loyalty Rewards Facilitate Tacit Collusion

Using a dynamic overlapping‐generations model, we show that loyalty rewards robustly facilitate tacit collusion. We compare the sustainability of tacit collusion when uniform prices are used, when loyal customers are rewarded without using commitment, and when loyalty rewards are implemented by committing to offering customers either lower fixed repeat‐purchase prices or fixed repeat‐purchase discounts. We find that, relative to uniform prices, rewarding loyalty without using commitment on the equilibrium path makes tacit collusion easier to sustain, because a deviating firm is unable to steal one period of industry profit before losing all future profits. When loyalty rewards are offered by firms committing to repeat‐purchase prices, collusion is even easier to sustain, because a deviating firm cannot renege on its discounted price for repeat‐purchase customers. When firms commit to repeat‐purchase discounts, they also commit to lowering the price for their repeat‐purchase customers if they undercut the regular price, rendering tacit collusion to be even more readily sustainable. Our results hold whether products are homogeneous or horizontally differentiated as in a Hotelling model.     

大型超市自有品牌购买意向影响因素研究

随着零售业竞争不断加剧,自有品牌战略成为零售业一个新的利润源泉。但实践显示,大型超市在不断推出自有品牌商品后,并没有带来意料之中的利润增长,消费者对自有品牌商品的认可度较低、满意度不高、购买意愿不强。由此,对影响自有品牌购买意向关键因素的识别显得十分重要。本文在已有研究成果基础上,围绕六个方面提出了研究假设,利用调查数据,运用SPSS统计分析软件进行了验证。研究结果表明,自有品牌的感知质量、感知风险、销售价格、促销力度、超市自身形象、消费者品牌偏好等因素与大型超市自有品牌购买意向呈正相关。     

Product Line Choice in Retail Duopoly

This paper develops a successive duopoly model to identify conditions under which differentiated retailers that compete in quantities, when deciding on the range of brands to offer, will carry overlapping product lines. They will do so when retail margins on each brand are not too asymmetric. Otherwise, the less profitable brand is foreclosed from the market. It is shown that welfare increases if the upstream industry is perfectly competitive, even though fewer brands may be sold. With price competition though, exclusive dealing arises when retailers are not too differentiated and in‐store competition is sufficiently intense.     

质量生态学研究(4)--品牌种群的演化规律

通过分析品牌概念的演化过程和品牌种群的演化机制，揭示了品牌种群从诞生时少量品牌、到发展时众多品牌、再到成熟期少量知名品牌的变化过程。