计量经济分析 = Econometric analysis

Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...

https://www.jstor.org/stable/pdf/1252099.pdf

Whence Consumer Loyalty

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

Customer Loyalty: Toward an Integrated Conceptual Framework:

1. Introduction and Overview. 2. Detecting Influential Observations and Outliers. 3. Detecting and Assessing Collinearity. 4. Applications and Remedies. 5. Research Issues and Directions for Extensions. Bibliography. Author Index. Subject Index.

Regression Diagnostics: Identifying Influential Data and Sources of Collinearity

Consumer perceived value: The development of a multiple item scale

The authors develop a model to decompose the effects of television advertising for a toll-tree referral service, at the hourly level. The model estimates which ad works, when, in which station, and for how long. Results of the analysis show that ads do stimulate direct response, but their effects dissipate very rapidly. Effectiveness and profitability vary substantially by creative, television station, and station x time of the day. The results underscore the need for managers to undertake such analyses and for researchers to use such a disaggregate approach.

Which Ad Works, When, Where, and How often? Modeling the Effects of Direct Television Advertising

Researchers disagree about the critical drivers of success in and efficiency of high-tech markets. On the one hand, some researchers assert that high-tech markets are efficient with best-quality brands being dominant. On the other hand, many scholars suspect that network effects lead to perverse markets in which the dominant brands do not have the best quality. The authors develop scenarios about the relative importance of these effects and the efficiency of markets. Empirical analysis of historical data on 19 categories shows that though both quality and network effects affect market share flows, in general markets are efficient. In particular, market share leadership changes often, switches in share leadership closely follow switches in quality leadership, and the best-quality brands, not the ones that are first to enter, dominate the market. Network effects enhance the positive effect of quality.

Does Quality Win? Network Effects versus Quality in High-Tech Markets:

When faced with sequential information, consumers tend to fall prey to one of two well-known heuristics: the hot (or cold) hand and the gambler's fallacy. The authors relate these two traditionally separate heuristics to differences in accepting (buy) versus rejecting (sell) decisions. They identify trend length as a contextual moderating variable and show an asymmetry between buying and selling frames. When applied to a stock market context, a consistent finding is that consumers prefer to buy past winners and sell past losers even when neither should be preferred. This behavior violates the normative rule of buy low and sell high.

https://www.jstor.org/stable/10.1086/432241

Losers, winners, and biased trades

Traditional econometric models suggest that advertising has a clear and significant positive effect on sales in the current period. However, recent studies using scanner data indicate that the estimated effects of TV advertising on households' brand choices are weak and rarely significant. Do those findings mean that TV advertising does not really have an impact on current brand choices and sales? Or are the discrepant findings due to differences among the measures, models and aggregation levels used by different researchers? The authors address these issues. Their analysis indicates that aggregating data over time and households may create a false impression of advertising having a statistically significant effect on sales.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID906662_code117251.pdf?abstractid=906662&rulid=3573&mirid=5

Does TV Advertising Really Affect Sales? The Role of Measures, Models and Data Aggregation

Faced with increasingly competitive markets and higher media costs, advertising managers keep looking for research findings that can tell them exactly how often to run an ad campaign. Two schools of thought have emerged on this issue: minimalists who assert that one exposure is enough and repetitionists who believe that repetitive advertising is necessay. Which view is correct?. This paper argues that neither view is correct. Effective frequency depends on three factors rather than on a single exposure level. These three factors are brand familiarity, message complexity, and message novelty. The opposing views in the literature can be explained by differences in research context on these three factors.

Gerard J. Tellis

Papers

Which Ad Works, When, Where, and How often? Modeling the Effects of Direct Television Advertising

Does Quality Win? Network Effects versus Quality in High-Tech Markets:

Losers, winners, and biased trades

Does TV Advertising Really Affect Sales? The Role of Measures, Models and Data Aggregation

Effective frequency: One exposure or three factors?