Journal ArticleDOI
Quality Tier Competition: How Price Change Influences Brand Choice and Category Choice
K. Sivakumar,S. P. Raj +1 more
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In this article, the authors demonstrate that competition among brands in different quality tiers can be asymmetric both in brand choice (what) and in category choice (whether) and investigate how compet...Abstract:
The authors demonstrate that competition among brands in different quality tiers can be asymmetric both in brand choice (“what”) and in category choice (“whether”). They also investigate how compet...read more
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Journal ArticleDOI
Whence Consumer Loyalty
TL;DR: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. But they also understand that this relation is asymmetric as mentioned in this paper. Although loyal consumers are most...
Journal ArticleDOI
Brands and Branding: Research Findings and Future Priorities
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
Journal ArticleDOI
Revenue Premium as an Outcome Measure of Brand Equity
TL;DR: In this article, the authors proposed a measure of brand equity based on the revenue premium a brand generates compared with that of a private label product, which is a simple, objective, and managerially useful product-market measure.
Journal ArticleDOI
A model of customer-based brand equity and its application to multiple destinations
TL;DR: In this article, the authors examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process, ensuring its reliability and validity.
Journal ArticleDOI
The marketing advantages of strong brands
Steve Hoeffler,Kevin Lane Keller +1 more
TL;DR: The authors provided a comprehensive summary of empirical findings from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities.
References
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Book ChapterDOI
Prospect theory: an analysis of decision under risk
Daniel Kahneman,Amos Tversky +1 more
TL;DR: In this paper, the authors present a critique of expected utility theory as a descriptive model of decision making under risk, and develop an alternative model, called prospect theory, in which value is assigned to gains and losses rather than to final assets and in which probabilities are replaced by decision weights.
Journal ArticleDOI
Prospect theory: analysis of decision under risk
Daniel Kahneman,Amos Tversky +1 more
Book
A logit model of brand choice calibrated on scanner data
TL;DR: A multinomial logit model of brand choice, calibrated on 32 weeks of purchases of regular ground coffee by 100 households, shows high statistical significance for the explanatory variables of brand loyalty, size loyalty, presence/absence of store promotion, regular shelf price and promotional price cut as discussed by the authors.
Discrete choice analysis
TL;DR: In this article, the authors present a method to find the optimal set of words for a given sentence in a sentence, using Bibliogr. : p. 374-384.