Review of Marketing Science最新文献_第9页

Investigating the Relationship Between Advertising and Pricing in a Channel with Private Label Offering: A Theoretic Model 自有品牌渠道广告与定价关系研究:一个理论模型

Review of Marketing Science Pub Date : 2008-08-20 DOI: 10.2202/1546-5616.1065

Salma Karray, G. Martín-Herrán

{"title":"Investigating the Relationship Between Advertising and Pricing in a Channel with Private Label Offering: A Theoretic Model","authors":"Salma Karray, G. Martín-Herrán","doi":"10.2202/1546-5616.1065","DOIUrl":"https://doi.org/10.2202/1546-5616.1065","url":null,"abstract":"We study the relationship between pricing and advertising decisions in a distribution channel where national brands are competing with a private label. We solve a three-stage game-theoretic model where the national brands compete on advertising and prices, and the retailer is investing in umbrella advertising for the store and is selling a private label. The obtained equilibrium strategies highlight the importance of determining the complementary or competitive roles of advertising to better understand the relationship between advertising and prices, and to better adjust strategies to varying competition levels in the marketplace. In particular, we find that advertising that expands the national brands' sales gives pricing power to manufacturers. However, persuasive advertising can create different effects on prices depending on the strength of the advertising effect and on the price competition level between the national and the store brands. For highly competitive advertising effects, the retailer should charge lower prices for the private label when it carries highly advertised national brands, increase the national brand's price that is being advertised and decrease the price of the competing national brand. The retailer's advertising leads to higher prices for the national and private labels. We consider several extensions of the base model (retail competition, asymmetric manufacturers and dynamic effects of advertising) and show that our results still hold in such settings. Marketing implications and comparative statistics are also discussed.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2008-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1065","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627573","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: 28

The Internalization of Advertising Services: An Inter-Industry Analysis 广告服务的内部化:一个跨行业分析

Review of Marketing Science Pub Date : 2008-07-23 DOI: 10.2139/ssrn.1171022

Sharon Horsky, Steven C. Michael, A. Silk

引用次数: 8

The Effect of Variability in Price on Consumer Brand Choice 价格变化对消费者品牌选择的影响

Review of Marketing Science Pub Date : 2007-11-09 DOI: 10.2202/1546-5616.1071

B. Murthi, E. Haruvy, Heci Zhang

引用次数: 10

Designing Experimental Auctions for Marketing Research: The Effect of Values, Distributions, and Mechanisms on Incentives for Truthful Bidding 为市场研究设计实验拍卖:价值、分配和机制对真实竞价激励的影响

Review of Marketing Science Pub Date : 2007-10-19 DOI: 10.2202/1546-5616.1059

J. Lusk, C. Alexander, Matthew C. Rousu

{"title":"Designing Experimental Auctions for Marketing Research: The Effect of Values, Distributions, and Mechanisms on Incentives for Truthful Bidding","authors":"J. Lusk, C. Alexander, Matthew C. Rousu","doi":"10.2202/1546-5616.1059","DOIUrl":"https://doi.org/10.2202/1546-5616.1059","url":null,"abstract":"Accurately estimating consumer preferences for new products is an arduous task made difficult by the fact that individuals tend to exhibit a number of biases when answering hypothetical survey questions. Experimental auctions have advantages over conventional methods of estimating consumer preferences because they provide incentives for consumers to truthfully reveal their preferences. However, there is currently little information available to determine which mechanism to select among the class of incentive compatible mechanisms. In this paper, we provide insight into the theoretical properties of several incentive compatible value elicitation mechanisms including the Becker, DeGroot, Marschak (BDM) mechanism, Vickrey nth price auctions, and the random nth price auction. In particular, we draw attention to the shapes of the payoff functions and illustrate that the mechanisms differ with respect to the expected cost of deviating from truthful bidding. We show that incentives for truthful bidding depend on the distribution of competing bidders' values and/or prices and individuals' true values for a good. Our approach can be viewed as a diagnostic tool to aid in selecting between preference elicitation mechanisms.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2007-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1059","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627533","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: 91

A Model of Promotion-Free Retail Pricing of Durable Products 耐用品无促销零售定价模型

Review of Marketing Science Pub Date : 2007-09-19 DOI: 10.2202/1546-5616.1053

S. Balachander

引用次数: 0

An Empirical Real-Time Test for Takeoff with Applications to Cellular Telephony 应用于蜂窝电话的起飞经验实时测试

Review of Marketing Science Pub Date : 2006-02-23 DOI: 10.2202/1546-5616.1036

J. Wiorkowski, V. Gylys

引用次数: 6

Store Brand Strength 门店品牌实力

Review of Marketing Science Pub Date : 2006-02-23 DOI: 10.2202/1546-5616.1037

R. Tyagi

引用次数: 2

Magazines and their Companion Websites: Competing Outlet Channels? 杂志及其配套网站:竞争的销售渠道?

Review of Marketing Science Pub Date : 2006-01-25 DOI: 10.2202/1546-5616.1046

Ulrich Kaiser

引用次数: 41

Modeling Selectivity in Households' Purchase Quantity Outcomes: A Count Data Approach 家庭购买数量结果的模型选择:一种计数数据方法

Review of Marketing Science Pub Date : 2005-07-27 DOI: 10.2202/1546-5616.1035

Qin Zhang, P. Seetharaman, C. Narasimhan

引用次数: 5

Measurement Context Effects in Telephone-Survey-Based Tests of Causal Models 基于电话调查的因果模型检验中的测量语境效应

Review of Marketing Science Pub Date : 2005-07-27 DOI: 10.2202/1546-5616.1019

Sanjeev Agarwal, R. K. Teas

{"title":"Measurement Context Effects in Telephone-Survey-Based Tests of Causal Models","authors":"Sanjeev Agarwal, R. K. Teas","doi":"10.2202/1546-5616.1019","DOIUrl":"https://doi.org/10.2202/1546-5616.1019","url":null,"abstract":"The purpose of this research is to examine the issue of measurement context effects in survey-based tests of attitudinal and related models. The specific issue examined concerns the degree to which the measurement process affects the objects of measurement (i.e., various attitudinal and related concepts). Based upon the memory accessibility-diagnosticity theory specified by Feldman and Lynch (1988) and the concept of spreading activation (Tourangeau and Rasinski 1988; Anderson 1978, 1983; Collins and Loftus 1975), the effects of context questionnaire items on answers to, and estimated relationships among, target questionnaire items in a study involving measures of antecedents and consequences of attitudes are examined. The findings indicate some measurement context effects in an equation predicting blood donation intentions. First, the findings suggest that measuring expectations prior to measuring intentions, when compared to measuring expectations after measuring intentions, caused the intentions scores to be higher. Since the respondents had generally favorable attitudes toward blood donation, this supports the Feldman and Lynch (1988) argument that context survey questions can result in activated beliefs that are diagnostic for answers to subsequent questions. Second, the findings suggest that measuring expectations prior to (after) measuring intentions resulted in a statistically significant increase (decrease) in the association between expectations and intentions. Third, the findings produced evidence that buffer questions that separate expectations (i.e., context) measures from other target measures reduced the context effects associated with the expectations measurement. An implication of this finding is that the use of intervening questionnaire items to separate questions that are likely to be influenced by measurement context effects may reduce context effects.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2005-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1019","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68626316","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