发布求助
文献互助 智能选刊 最新文献

MKTG: Marketing Mix Decisions (Topic)最新文献

筛选
英文 中文
The Effect of Brand Image, Product Quality, and Price on Purchase Intention 品牌形象、产品质量、价格对购买意愿的影响
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2020-06-19 DOI: 10.2139/ssrn.3642536
Y. Aryani
{"title":"The Effect of Brand Image, Product Quality, and Price on Purchase Intention","authors":"Y. Aryani","doi":"10.2139/ssrn.3642536","DOIUrl":"https://doi.org/10.2139/ssrn.3642536","url":null,"abstract":"This research was conducted to determine the effect of Brand Image, Product Quality, and Price on Consumer Purchase Intention. In this study researchers involved 200 respondents in the city of Jakarta. This research method uses a survey method with a causal approach. Data collection techniques used by the authors in this study were literature, interviews and questionnaires. Data were analyzed using SPSS 22.0 and AMOS 26.0 software. The results showed that the variable that has a large influence on Purchase Intention is brand image.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126168899","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Growth, Popularity, and the Long Tail: Evidence from Digital Markets 增长、流行和长尾:来自数字市场的证据
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2019-10-01 DOI: 10.2139/ssrn.3464393
G. Appel, B. Libai, E. Muller
{"title":"Growth, Popularity, and the Long Tail: Evidence from Digital Markets","authors":"G. Appel, B. Libai, E. Muller","doi":"10.2139/ssrn.3464393","DOIUrl":"https://doi.org/10.2139/ssrn.3464393","url":null,"abstract":"The fact that the adoption rate of successful innovations is bell-shaped (cumulative S-shaped) is considered the basis for most insights and analyses of new product marketing. However, these insights have been largely based on the growth of popular durables and services. In contrast, contemporary digitized markets are largely comprised of a long tail of low-popularity products for which we have little evidence on which to base the expected shape of growth. We study the growth of close to 100,000 digital products in two markets; with product size ranging from 50 downloads, to hundreds of millions. We find that across various product categories, while indeed bell-shaped growth is the clear majority among the very popular products, for lower-popularity products, it becomes a minority, with growth dominated by an exponential-like decline (“slide”), or a combination of the first two, i.e., a slide and a bell (S&B). We examine the possible explanations for this phenomenon in the markets we analyze, and discuss some of the wide-ranging implications of our understanding of new product marketing in long-tail markets.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124776219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Diffusion and Pricing Over the Product Life Cycle 产品生命周期的扩散与定价
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2019-04-30 DOI: 10.2139/ssrn.3380744
Harikesh S. Nair
{"title":"Diffusion and Pricing Over the Product Life Cycle","authors":"Harikesh S. Nair","doi":"10.2139/ssrn.3380744","DOIUrl":"https://doi.org/10.2139/ssrn.3380744","url":null,"abstract":"This chapter presents a selective review of a literature in marketing that analyzes diffusion and pricing over the product life-cycle. I primarily focus on empirical work, and on papers that deal with the dynamics of pricing over time. I discuss how recent empirical work has linked outcomes to microfoundations and accommodated a role for forward-looking consumers and firms. I emphasize a more nuanced perspective of the product life-cycle that has emerged in the literature, as an endogenous outcome arising from the interaction of preferences, expectations, costs and competition in the market, rather than as an exogenously specified process against which marketing strategies should be optimized.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122745624","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
The Effect of Product, Price, Distribution and Promotion of the Decision to Purchase (Ultra High Temperature Milk) Pt. Ultra Milk Jaya 产品、价格、分销和促销对购买(超高温牛奶)决策的影响
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2019-01-18 DOI: 10.2139/ssrn.3318318
Khairunnisa Soenarso, Bagas Agung Nugroho
{"title":"The Effect of Product, Price, Distribution and Promotion of the Decision to Purchase (Ultra High Temperature Milk) Pt. Ultra Milk Jaya","authors":"Khairunnisa Soenarso, Bagas Agung Nugroho","doi":"10.2139/ssrn.3318318","DOIUrl":"https://doi.org/10.2139/ssrn.3318318","url":null,"abstract":"This study aims to Determine Whether there is influence between Product, Pricing, Distribution and Promotion of the Purchase Decision milk (UHT) PT. Ultra Milk Jaya.<br><br>The research was Carried out for two months, starting in December 2018 and January 2019. Populasi approach in this study is a resident of the millennial generation, amounting to 223 responden.Teknik sampling technique used is purposive sampling consumer customer nonprobability population Milk (UHT) PT. Ultra Milk Jaya domiciled in Jakarta Capital Jakarta.Teknik using literary techniques of data collection and analysis of data using software kuesioner.Teknik SmartPLS 3.2.8.PLS version (Partial Least Square) with structural equation analysis (SEM) the results Showed that the variables that have a major influence on purchase decision Milk (UHT) PT. Ultra Milk Jaya is the price.While the variables that have a low impact on the purchase decision Milk (UHT) PT. Ultra Milk Jaya is a promotion. In this study, found the results of the mutual effect lecture - similar and significant correlation between Product, Price, Distrubsi and Promotion of the Purchase Decision milk (UHT) PT. Ultra Milk Jaya.<br>","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115296301","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions 社交媒体Instagram、品牌知名度、品牌资产、品牌忠诚度对购买决策的影响
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2018-12-27 DOI: 10.2139/ssrn.3309783
Hanny Apriyani, Is Dayanti, Osly Usman
{"title":"Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions","authors":"Hanny Apriyani, Is Dayanti, Osly Usman","doi":"10.2139/ssrn.3309783","DOIUrl":"https://doi.org/10.2139/ssrn.3309783","url":null,"abstract":"This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain appropriate and reliable knowledge about the relationship between the influence of promotion through social media Instagram, awareness brand, brand equity, brand loyalty, purchasing decisions. This research was conducted in Indonesia with a total sample of 310 respondents. Data was analyzed using SEM techniques (Structural Equation Modeling), with the aim of testing the theory. SEM approach using smart PLS 3.0 software. This smart PLS 3.0 software uses the PLS (The partial least squares) approach. The results of the calculation path coefficient show that the variables that have the most influence on purchasing decisions are promotions through Instagram social media. While the variable having the lowest influence on purchasing decisions is brand awareness. Brand awareness variables have an influence on purchasing decisions of 0.026. It can be concluded that if a person in making purchasing decisions, not necessarily because of brand awareness (brand awareness) he has. Conversely, while someone who has a brand awareness (brand awareness) not necessarily making purchasing decisions.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122441529","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 10
Original Brands in Competition Against High Quality Copycats 原创品牌与高质量模仿者的竞争
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2018-05-24 DOI: 10.1108/EJM-08-2017-0536
H. Nguyen, Kunter Gunasti
{"title":"Original Brands in Competition Against High Quality Copycats","authors":"H. Nguyen, Kunter Gunasti","doi":"10.1108/EJM-08-2017-0536","DOIUrl":"https://doi.org/10.1108/EJM-08-2017-0536","url":null,"abstract":"Purpose \u0000 \u0000 \u0000 \u0000 \u0000Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. \u0000 \u0000 \u0000 \u0000 \u0000Design/methodology/approach \u0000 \u0000 \u0000 \u0000 \u0000Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. \u0000 \u0000 \u0000 \u0000 \u0000Findings \u0000 \u0000 \u0000 \u0000 \u0000The results systematically show the power of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats. \u0000 \u0000 \u0000 \u0000 \u0000Research limitations/implications \u0000 \u0000 \u0000 \u0000 \u0000This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands. \u0000 \u0000 \u0000 \u0000 \u0000Practical implications \u0000 \u0000 \u0000 \u0000 \u0000This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats. \u0000 \u0000 \u0000 \u0000 \u0000Originality/value \u0000 \u0000 \u0000 \u0000 \u0000Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133317217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
‘Impact of Promotional Elements on Brand Repurchases: A Study on Walton Brand’ “促销因素对品牌回购的影响:基于沃尔顿品牌的研究”
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2018-04-10 DOI: 10.2139/ssrn.3203264
Md. Muzahidul Islam
{"title":"‘Impact of Promotional Elements on Brand Repurchases: A Study on Walton Brand’","authors":"Md. Muzahidul Islam","doi":"10.2139/ssrn.3203264","DOIUrl":"https://doi.org/10.2139/ssrn.3203264","url":null,"abstract":"A term that is being widely used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services is known as promotional mix. Main objective of the promotional mix is to reach its target customer and motivating them to buy or rebuy a company’s product or service. Different types of promotion tools are available for marketers to use. It’s the co-ordination of all seller generated efforts to build up channels of information and persuasion to sell goods and services. The purpose of this research study was to find out the impact of different promotional tools on Walton brand’s repurchase decision. Total of 200 responses were collected via judgmental sampling approach throughout the Dhaka city. With the help of SPSS software multiple regression analysis was conducted to analyze the data. It’s been found that advertisement, sales promotion, and direct marketing are the ones that have a significant impact on consumers repurchase decision of Walton brand. A careful integration of all the promotional elements is required for Walton to generate maximum sales.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134067275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Causal Inference in Marketing Applications 营销应用中的因果推理
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2017-03-20 DOI: 10.2139/ssrn.3035502
Peter E. Rossi
{"title":"Causal Inference in Marketing Applications","authors":"Peter E. Rossi","doi":"10.2139/ssrn.3035502","DOIUrl":"https://doi.org/10.2139/ssrn.3035502","url":null,"abstract":"Marketing applications offer many difficult and unique challenges in causal inference. In particular, targeted marketing activities, the arch-typical example of is search ads, can be difficult to evaluate using purely observational data. I review causal methods proposed in the recent econometrics literature and consider their suitability for various problems in marketing. In particular, I call attention to problems of how to evaluate various estimation procedures in the marketing context.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122882683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
Modeling and Optimizing the Performance of Experiential Events 体验式活动的建模与优化
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2013-08-31 DOI: 10.2139/ssrn.2505507
Qing Liu, Sandeep R. Chandukala, Jeffrey P. Dotson
{"title":"Modeling and Optimizing the Performance of Experiential Events","authors":"Qing Liu, Sandeep R. Chandukala, Jeffrey P. Dotson","doi":"10.2139/ssrn.2505507","DOIUrl":"https://doi.org/10.2139/ssrn.2505507","url":null,"abstract":"Although experiential events (e.g., product demos, product sampling) have been shown to have a positive impact on both short-term sales and the overall consumer experience, little is known about the factors that drive their success or how the effect of these events evolves over time. In this paper, we deepen our understanding of the impact of experiential events on product performance using store-level scanner data. We propose a model that captures a variety of salient features of these types of promotions (e.g., short and long-term effects, the discrete nature of the event, spatial dependence). We apply our model to data from an in-store sampling event and find evidence of a significant long-term effect of sampling on product sales. We also find that the success of the event is moderated by the size of the store conducting the event and the type and number of proximal competitors. These results are used to provide guidance to manufacturers and retailers that can help them better design and implement these types of promotions, including the task of optimally selecting the set of stores in which to conduct an event.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2013-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125882567","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Apparel Distribution: Inter-Firm Contracting and Intra-Firm Organization 服装分销:企业间承包与企业内部组织
MKTG: Marketing Mix Decisions (Topic) Pub Date : 2001-03-29 DOI: 10.2139/ssrn.265228
Y. Miwa, J. Ramseyer
{"title":"Apparel Distribution: Inter-Firm Contracting and Intra-Firm Organization","authors":"Y. Miwa, J. Ramseyer","doi":"10.2139/ssrn.265228","DOIUrl":"https://doi.org/10.2139/ssrn.265228","url":null,"abstract":"Prepared for a forthcoming book on the distribution sector in Japan, this essay introduces the distribution network in the apparel industry. We note the varying patterns of cross-market contracting and intra-firm organization in the industry, and trace the economizing logic involved. More specifically, we show how the decision at the firm level of whether to integrate wholesale, retail and production depends crucially on an informational and incentive-based logic, and how that logic is in turn driven by patterns of consumer demand.","PeriodicalId":209879,"journal":{"name":"MKTG: Marketing Mix Decisions (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2001-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133902089","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
下一页 尾页
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整，为了账户安全，请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们：info@booksci.cn Book学术提供免费学术资源搜索服务，方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号：481959085
Book学术官方微信