Factors that influence manufacturer and store brand behavioral loyalty

This study examines the factors that are linked to consumer goods brands having unusually high or low behavioral loyalty, after controlling for the association between brand size and loyalty that occurs due to the ‘double jeopardy’ effect. Behavioral, or repeat-purchase loyalty is measured as the brand's average share of category requirements (in volume) among its buyers over a 12-month period. We examine a range of factors that theory or past evidence suggests are associated with higher or lower behavioral loyalty, including brand type (store brand/manufacturer brand), price level, promotion intensity, as well as average brand volume per occasion and pack size. Using extensive US panel purchasing data, we find that store brands exhibit relatively higher behavioral loyalty than manufacturer brands. We explain the theory behind this result. We also find that the brand's average pack size and volume bought per occasion has a markedly positive association with behavioral loyalty. Finally, we find that the effect of low price on excess loyalty is moderated via a positive association with average volume purchase per occasion. These findings add to the body of knowledge relating to patterns in behavioral brand loyalty for both manufacturer and store brands, as well as the marketing-mix factors that influence it.     

CEO财务背景丰富度对成本粘性的影响研究

以2012—2021年沪深A股上市公司为研究样本，探讨CEO财务背景丰富度对成本粘性的影响。研究发现，CEO财务背景丰富度对成本粘性有抑制作用，CFO财务执行力在CEO财务背景丰富度对成本粘性的影响关系中具有正向中介作用，环境动态性和环境包容性具有负向调节效应。异质性分析发现，CEO财务背景丰富度对成本粘性的抑制作用在成长期企业中更加显著，但不存在企业规模异质性；CFO财务执行力对中位数以下规模企业和成长期企业的中介作用更加显著；环境动态性和环境包容性对中位数以下规模企业和成长期企业的负向调节效应更加显著。     

国家审计如何促进政府预算执行绩效的提升

以2007—2020年我国省级面板数据为样本,研究国家审计与政府预算执行绩效之间的关系及其作用机理。从实证角度验证了国家审计对政府预算执行绩效的提升作用,发现政府预算执行绩效具有空间自相关特性,同时国家审计对政府预算执行绩效的影响存在正向空间溢出效应;国家审计通过直接和间接两条路径促进了政府预算执行绩效的提高,政府效率和市场环境在间接路径中发挥了双重中介作用;2013年全国地方政府债务审计对政府预算执行绩效产生了明显的事件冲击效应;地方发展和审计强度差异均会对国家审计提升政府预算执行绩效产生明显的调节作用。     

Drivers of the synergy between price cuts and store flyer advertising at supermarkets and discounters

Despite retailers’ intense use of both price cuts and store flyer advertising, it is still unclear whether and when it is beneficial for retailers to combine the two promotion tools at the same time as opposed to using them separately. We systematically investigate synergies between price cuts and store flyers for a broad set of 488 brands from 44 consumer packaged goods categories across six leading German retailers. We find that a clear majority of the brands benefit from positive synergies and hence, combining price cuts and store flyer advertising is recommended, especially at supermarkets. This synergy can be strong. For instance, a 15 % price cut without store flyer support at a supermarket, on average, increases sales by 11 %, and medium spending on store flyers for the brand at its regular (non-promoted) price results in a sales lift of 8 %. The combined use of both tools, however, increases sales by 52 %, much more than the sum of their separate effects (11 % + 8 % = 19 %). Yet, there is also substantial variance in the synergy, which we explain with retailer format (supermarkets versus discounters) as well as various brand and category characteristics. Our findings have important implications for the coordination of promotion activities by retailers.