Review of Marketing Science最新文献_第6页

Is the Simple Price Premium that Simple? 简单价格溢价有那么简单吗？

Review of Marketing Science Pub Date : 2018-06-01 DOI: 10.1515/roms-2018-0009

Yuying Shi

引用次数: 1

Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions 未经授权使用知名品牌及其对品牌资产维度的影响

Review of Marketing Science Pub Date : 2018-06-01 DOI: 10.1515/roms-2019-0005

Washington Macías, Julio Cerviño

引用次数: 4

Transaction Utility of End-User Pirates – An Analysis 最终用户盗版的交易效用分析

Review of Marketing Science Pub Date : 2018-06-01 DOI: 10.1515/roms-2018-0042

P. Basu, Tanmoyee Banerjee

{"title":"Transaction Utility of End-User Pirates – An Analysis","authors":"P. Basu, Tanmoyee Banerjee","doi":"10.1515/roms-2018-0042","DOIUrl":"https://doi.org/10.1515/roms-2018-0042","url":null,"abstract":"Abstract The present study hypothesized the concept of transaction utility that consumers receive from end-user piracy and assumes that it is positively associated with the difference between the price of original good and cost of copying the pirated product. We assume two groups of consumers – one enjoying transaction utility from piracy and the other not enjoying the same. The results show that a monopolist producing information-goods will adopt a low-price low-quality strategy in presence of transaction utility. An increase in the quality of the pirated product will also induce the firm to continue with the low-price–low-quality strategy. However, an increase in the proportion of the consumers not receiving transaction utility from piracy will increase the price and quality of the original good. In addition, with an increase in the average and marginal willingness-to-pay parameter of the consumers, the price, quality and profit of the original good will increase. The expected piracy rate is observed to be decreasing in transaction utility parameter when the upper boundary of willingness-to-pay parameter of the consumer is below a critical level.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2018-0042","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47261812","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

Transaction Utility and Quality Choice 交易效用和质量选择

Review of Marketing Science Pub Date : 2017-08-06 DOI: 10.2139/ssrn.2595754

S. Sajeesh, Sangyoung Song

引用次数: 3

Strategic Remanufacturing under Competition 竞争环境下的战略再制造

Review of Marketing Science Pub Date : 2017-03-01 DOI: 10.1515/roms-2019-0019

Zhongwen Ma, A. Prasad, S. Sethi

{"title":"Strategic Remanufacturing under Competition","authors":"Zhongwen Ma, A. Prasad, S. Sethi","doi":"10.1515/roms-2019-0019","DOIUrl":"https://doi.org/10.1515/roms-2019-0019","url":null,"abstract":"Abstract We investigate firms’ remanufacturing strategies for the case of a duopoly. On the one hand, remanufactured products cannibalize sales of new products of the same firm thereby hurting its profits. On the other hand, they can be part of a profitable marketing strategy that targets different customer preferences by providing a larger number of alternatives to customers. This paper studies the tradeoff between these effects and how it is influenced by competition. We develop a model where demand functions for new and remanufactured products of each firm are derived from utility maximization by a representative consumer. This allows us to capture preference and substitution effects between all offered products in the market. We discuss how equilibrium strategies are affected by factors such as competition, substitutability, production cost as well as remanufacturing cost. For example, when competitive intensity between new and new products, and remanufactured and remanufactured products, is (high), both (neither) firms offer remanufactured products in a symmetric equilibrium. If substitution between new and remanufactured products of the same firm is low, but the remanufactured product has a lower margin than the new product, firms can be worse off from remanufacturing.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2019-0019","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45613172","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: 2

Household Grocery Budgets—An Empirical Examination of Allocation Changes Due to Household Demographics 家庭杂货预算——家庭人口结构对分配变化的实证检验

Review of Marketing Science Pub Date : 2017-01-01 DOI: 10.1515/roms-2016-0037

Giles D'souza, A. Tariq, A. Allaway

引用次数: 0

Spillovers in Attribute Advertising 属性广告的溢出效应

Review of Marketing Science Pub Date : 2016-06-01 DOI: 10.1515/roms-2014-0020

Steven Schmeiser

引用次数: 3

A Monte Carlo Study of Design Procedures for the Semi-parametric Mixed Logit Model 半参数混合Logit模型设计过程的蒙特卡罗研究

Review of Marketing Science Pub Date : 2016-01-01 DOI: 10.1515/roms-2014-0002

A. Falke, H. Hruschka

{"title":"A Monte Carlo Study of Design Procedures for the Semi-parametric Mixed Logit Model","authors":"A. Falke, H. Hruschka","doi":"10.1515/roms-2014-0002","DOIUrl":"https://doi.org/10.1515/roms-2014-0002","url":null,"abstract":"Abstract We determine efficient designs for choice-based conjoint analysis for the semi-parametric mixed logit model which captures latent consumer heterogeneity in a very flexible way. Different methods constructing one or multiple designs are tested. Additionally we apply Halton draws and determine a minimum potential design for prior draws to reduce computation times caused by accounting for latent heterogeneity of consumers. As main efficiency criteria for the construction of designs we consider measures related to D-error and entropy. As additional benchmarks we generate designs both randomly and by an approach which starts from orthogonal designs developed for linear models. We compare these alternative design procedures by simulating choices for different constellations on the basis of the semi-parametric mixed logit model. Using these simulated choices we estimate parameters of the semi-parametric mixed logit model in the next step. ANOVA with root mean squared error between estimated and true coefficient values as dependent variable shows that performance of design procedures depends on dissimilarity and segment size. Following a mean-standard deviation approach we determine which procedure should be used under different constellations or lack of prior information. Overall, either constructing ten designs based on DB-error or constructing one design based on entropy turn out to be preferable.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2016-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2014-0002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66992907","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: 2

Dynamics of Two-Sided Markets 双边市场的动态

Review of Marketing Science Pub Date : 2016-01-01 DOI: 10.1515/roms-2015-0001

Victoria Rayskin

引用次数: 0

A Multimarket Analysis of Inter-dependent Consumer Response Sensitivities 相互依赖的消费者反应敏感性的多市场分析

Review of Marketing Science Pub Date : 2015-11-01 DOI: 10.1515/roms-2013-0013

Sudhir Voleti

{"title":"A Multimarket Analysis of Inter-dependent Consumer Response Sensitivities","authors":"Sudhir Voleti","doi":"10.1515/roms-2013-0013","DOIUrl":"https://doi.org/10.1515/roms-2013-0013","url":null,"abstract":"Abstract We investigate variation in aggregate consumer response sensitivities to the price, promotion and distribution elements of the marketing mix across US metropolitan markets. Primarily, three questions of research interest are examined – (i) the nature of the relationship between different aggregate response sensitivities and the implications therein, (ii) the usefulness of aggregate area-wide macroeconomic indicators such as inflation, unemployment and poverty in the context of a marketing problem, and (iii) the usefulness of geo-spatial information under a distribution-free approach. Beer category sales data across 49 major US metropolitan markets are analyzed. We find a pattern of strong inter-dependence among aggregate response sensitivities that indicates the existence of distinct, non-overlapping consumer segments. This enables a characterization of metropolitan market areas at an aggregate level. Ignoring inter-dependence mis-characterizes response sensitivity in two-thirds of the markets sampled. Further, on a standalone basis, neither area-wide economic indicators nor geo-spatial information help the analysis, but in conjunction, they vastly improve model fit (by almost 40%), explained variance (by over twice), parameter significance and consequently, insight.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2013-0013","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66992850","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: 1