{"title":"品牌延伸中的 NPS 溢出效应:实证研究","authors":"Jihoon Cho, Doug Walker, Edward L. Nowlin","doi":"10.1177/14707853231225366","DOIUrl":null,"url":null,"abstract":"This research proposes an empirical framework to help firms understand to what degree the transaction-specific Net Promoter Scores (NPS) spill over and affect customer spending across multiple product categories under the same parent brand. The proposed framework is applied to novel individual-level, cross-sectional, and time-series NPS ratings matched with transaction details from a leading lifestyle conglomerate in the Middle East. Findings provide strong support for the presence of the NPS spillover in brand extensions and show that the spillover is moderated by customer learning both within and across categories. The theoretical and managerial implications of these findings are discussed.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"40 18","pages":""},"PeriodicalIF":2.4000,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"NPS spillover in brand extensions: An empirical study\",\"authors\":\"Jihoon Cho, Doug Walker, Edward L. Nowlin\",\"doi\":\"10.1177/14707853231225366\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research proposes an empirical framework to help firms understand to what degree the transaction-specific Net Promoter Scores (NPS) spill over and affect customer spending across multiple product categories under the same parent brand. The proposed framework is applied to novel individual-level, cross-sectional, and time-series NPS ratings matched with transaction details from a leading lifestyle conglomerate in the Middle East. Findings provide strong support for the presence of the NPS spillover in brand extensions and show that the spillover is moderated by customer learning both within and across categories. The theoretical and managerial implications of these findings are discussed.\",\"PeriodicalId\":47641,\"journal\":{\"name\":\"International Journal of Market Research\",\"volume\":\"40 18\",\"pages\":\"\"},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2024-01-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Market Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/14707853231225366\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14707853231225366","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
NPS spillover in brand extensions: An empirical study
This research proposes an empirical framework to help firms understand to what degree the transaction-specific Net Promoter Scores (NPS) spill over and affect customer spending across multiple product categories under the same parent brand. The proposed framework is applied to novel individual-level, cross-sectional, and time-series NPS ratings matched with transaction details from a leading lifestyle conglomerate in the Middle East. Findings provide strong support for the presence of the NPS spillover in brand extensions and show that the spillover is moderated by customer learning both within and across categories. The theoretical and managerial implications of these findings are discussed.
期刊介绍:
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