品牌延伸中的 NPS 溢出效应:实证研究

IF 2.4 4区 管理学 Q3 BUSINESS
Jihoon Cho, Doug Walker, Edward L. Nowlin
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引用次数: 0

摘要

本研究提出了一个实证框架,帮助企业了解特定交易的净推荐值(NPS)在多大程度上会溢出并影响同一母品牌下多个产品类别的客户消费。所提出的框架适用于与中东一家领先的生活方式企业集团的交易细节相匹配的新颖的个人层面、横截面和时间序列 NPS 评级。研究结果有力地证明了 NPS 溢出效应在品牌延伸中的存在,并表明这种溢出效应会受到品类内和品类间顾客学习的调节。本文讨论了这些发现的理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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