nep-mkt New Economics Papers
on Marketing
Issue of 2006‒10‒07
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. Two-Sided Markets with Pecuniary and Participation Externalities By Richard Schmidtke
  2. Time-Series Models in Marketing By Dekimpe, M.G.; Franses, Ph.H.B.F.; Hanssens, D.M.; Naik, P.
  3. A conceptual framework for understanding Customer-based brand equity and price premium in grocery categories By Anselmsson, Johan; Johansson, Ulf; Persson, Niklas
  4. Customer perceived service quality in the supermarket and the discount store - Examination of a service quality measurement scale in a Swedish context By Anselmsson, Johan
  5. Ambiance Factors, Emotions, and Web User Behaviour:a Model Integrating and Affective and Symbolical Approach By Lambert, Brice
  6. Local Heroes and Superstars - An Empirical Analysis of Star Attraction in German Soccer By Leif Brandes; Egon Franck; Stephan Nüesch

  1. By: Richard Schmidtke
    Abstract: The existing literature on "two-sided markets" addresses participation externalities, but so far it has neglected pecuniary externalities between competing platforms. In this paper we build a model that incorporates both externalities. In our setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or complement. Surprisingly, there exist cases in which platforms benefit from market entry. Moreover, we show that from a welfare point of view perfect competition is not always desirable.
    Keywords: two-sided markets, broadcasting, advertising, market entry, digital television
    JEL: D43 L13 L82
    Date: 2006
  2. By: Dekimpe, M.G.; Franses, Ph.H.B.F.; Hanssens, D.M.; Naik, P. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
    Abstract: Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over the last few years, market shares per week. Time-series data can be summarized in time-series models. In this chapter we review a few of these, focusing in particular on domains that have received considerable attention in the marketing literature. These are (1) the use of persistence modelling and (2) the use of state space models.
    Keywords: Time Series;Marketing;Persistence;State Space;
    Date: 2006–09–20
  3. By: Anselmsson, Johan (Department of Business Administration, School of Economics and Management, Lund University); Johansson, Ulf (Department of Business Administration, School of Economics and Management, Lund University); Persson, Niklas (Department of Business Administration, School of Economics and Management, Lund University)
    Abstract: Purpose: Seeks to, on empirical basis, develop a framework for understanding what really drives price premium and customer-based brand equity for consumer packaged groceries. Design/methodology/approach: Reviews empirical studies made within the area of brand equity and adjacent studies of consumer packaged groceries. Compares and analyses the results from an explorative and qualitative field study, including Swedish grocery consumer, with previous research on brand equity and food quality. Findings: A conceptual framework brand equity should ad considerably more to the understanding of cometition and price premium in the grocery sector than only quality. Brand equity in the grocery sector highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity is proposed. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research. <p> Practical implications: This paper conceptually establishes uniqueness as a central dimension of brand equity, and the need for an over all perspective in order to assure an external balance between customer and brand as well as an internal balance between the five dimensions of brand equity. <p> Originality/value: Despite the fact that several of our most famous brand can be found within retail, the literature on customer-based brand equity is not yet rich enough to provide a sound conceptual foundation to understand, evaluate, measure or manage brand equity in grocery categories. This paper presents the first conceptual brand equity framework for groceries.
    Keywords: Brand equity; price premium; food quality; retailer brands
    Date: 2006–06–19
  4. By: Anselmsson, Johan (Department of Business Administration, School of Economics and Management, Lund University)
    Abstract: Service has traditionally been a forceful competitive tool in grocery retailing. Lately discount stores has proven to be a winning concept within North European grocery re-tailing and this has evoked a renewed interest in service quality and grocery retailing. The overall aim of this study is to enhance the understanding of customer perceived service quality within grocery retailing, by testing a previously published service qual-ity model for Spanish supermarkets in a Swedish supermarket and discount store con-text. The study is based on 400 Swedish customer interviews. The result shows that the traditional grocery store performs better on all service attributes, specifically on assort-ment issues. Also, the findings call for more research on how to measure service quality in north European grocery retailing.
    Keywords: Service quality; grocery retailing; scale; measurement; discount store; supermarket
    Date: 2006–01–19
  5. By: Lambert, Brice (ESSEC Business School)
    Abstract: The present paper addresses the efficiency of manipulating music in a merchant website, and it:- proposes a review of the literature on ambiance factors in advertising & shopping behaviour, capitalizing on it to:- propose a theoretical framework that enhances our understanding of the web-user behaviour in specific ambiance factors such as music, with a specific attention devoted to his loyalty, & affiliation behaviour;- a model of is proposed.
    Keywords: Ambiance Factors; Emotions; Fit & Symbolism; On-line Behaviour
    JEL: M31 M37
    Date: 2006–09
  6. By: Leif Brandes; Egon Franck; Stephan Nüesch (Institute for Strategy and Business Economics, University of Zurich; Institute for Strategy and Business Economics, University of Zurich; Institute for Strategy and Business Economics, University of Zurich)
    Abstract: Recent studies of the demand for sports clearly indicate that stars play an important role in promoting fan interest. However, on theoretical grounds it is controversial if a star’s talent superiority and/or a star’s popularity drive match attendance and hence gate revenues. Using longitudinal gate revenue and match attendance data of all clubs in the first German soccer league in a nine year period, the authors analyze star attraction of both locally rooted heroes and national superstars. We find empirical evidence that these groups differ in the way they attract fans: While local heroes enhance home game attendance, superstars mainly increase attendance on the road. Local heroes attract fans by outstanding field performances, whereas superstars facilitate fan support by mere popularity.
    Keywords: superstar effect, consumer demand, soccer, talent, popularity
    JEL: D L
    Date: 2006

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