均衡框架下品牌资产对利润溢价的影响

IF 2.5 3区管理学 Q3 BUSINESS

Marketing Letters Pub Date : 2024-04-22 DOI:10.1007/s11002-024-09727-5

Zsolt Sándor, Attila Szőcs, Matthijs R. Wildenbeest

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引用次数: 0

摘要

最近的研究扩展了结构性需求和供给模型的估算和分析，考虑了品牌资产和品牌价值的概念及其在产品投资决策中的作用。在本文中，我们分析了荷兰新车市场的数据，说明品牌资产的差异也可能导致边际成本的显著差异。接下来，我们将说明，现有文献忽略了品牌资产在边际成本中的作用，而忽视了品牌资产投资实际上可能会降低产品边际利润的可能性。这会改变投资动机，产生不同的市场结构。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

The impact of brand equity on profit premium in an equilibrium framework

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The impact of brand equity on profit premium in an equilibrium framework

Recent research extends the estimation and analysis of structural demand and supply models to consider the concepts of brand equity and brand value and their role in product investment decisions. In this paper, we analyze data from the Dutch market for new cars to show that differences in brand equity may also entail significant differences in marginal costs. Next, we illustrate that ignoring the role of brand equity in marginal costs, as the existing literature has, ignores the possibility that investments in brand equity may actually reduce the marginal profits for the offering. This can change investment incentives and produce different market structures.

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来源期刊

Marketing Letters BUSINESS-

CiteScore

5.90

自引率

5.60%

发文量

期刊介绍： Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett