Should Cookie Monster adopt a healthy lifestyle or continue to indulge? Insights into brand icons

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who have a low need to belong were most impacted by changes in the icon, with effects most evident among consumers with a fearful attachment style. Feelings of rejection were found to amplify these effects. These findings have implications both for theory and practice.     

The Home Improvement,Maintenance, and Repair Industry

Spending on existing housing is important not only for the building materials, building products, and construction markets but also for the macroeconomy. It accounts for about half of total spending on housing capital. The new construction, home improvement, maintenance, and repair markets use overlapping distribution channels, labor, and capital inputs. The various segments of the housing industry touch many other industries and exhibit different patterns over the course of the business cycle. Understanding the unique characteristics of these segments helps business economists and macroeconomists in planning and interpreting changes in the economy as well as estimating better forecasting models.     

Border Effects Within A Dynamic Equilibrium Trade Model

A dynamic general equilibrium model is developed in which border effects are present. It is shown that despite very low trade barriers the presence of national borders can choke off a significant fraction of cross-border trade when firms experience start-up costs in establishing new markets. It is also revealed that country size, as measured by the number of markets in a country, can have a significant effect on how quickly firms grow. Also, it is shown that a decrease in trade barriers will increase the rate at which firms expand into both foreign and domestic markets. Furthermore, an increase in fixed costs at the production level is shown to increase trade flows. This helps explain why developed countries trade more than less developed countries. This article also develops a novel way to solve dynamic optimization problems when “state-space” constraints are present. The solution strategy is applicable to a wide variety of problems in which agents are not constrained now but are expected to be constrained in the future.     

Strategic trade policy for Eastern Europe

The integration of the former state-trading countries into international free trade may, on the one hand, sensibly complement the reforms now under way towards their becoming market economies; on the other hand, this move harbours the risk of perpetuating and indeed aggravating the economic backwardness of those countries. The detrimental effects can be avoided if a product-cycle-oriented economic policy is pursued which makes a deliberate point of utilizing the relatively rich endowment of human capital available in these countries.     

Building Societies

The following articles appeared in ‘The Guardian’ on 9 May 1983, and are reproduced by kind permission of the Editor. They examine how the position of building societies has changed, how well the societies are coping with this and how adequate and efficient the services that the building societies offer their customers are now proving.     

The effect of multi-purpose shopping on pricing and location strategy for grocery stores

Though it is a well-accepted fact that consumers indulge in multi-purpose shopping, most previous models of store choice assume that grocery shopping trips are single-purpose trips. This paper provides the first empirical analysis of multi-purpose shopping using data on actual shopping trips. A latent class factor analytic logit model is proposed, which provides a representation of the market structure of grocery store competition, while integrating; multi-purpose shopping, retail pricing format and location strategy. We conclude that incorporating multi-purpose shopping trips provides a better understanding of the competitive market structure, and discuss the managerial implications for the selection of marketing strategies.