nep-mkt New Economics Papers
on Marketing
Issue of 2009‒03‒22
six papers chosen by
Joao Carlos Correia Leitao
Technical University of Lisbon

  1. Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance By Rajagopal
  2. Determinants of Shopping Behavior of Urban Consumers By Rajagopal
  3. Nash Game Model for Optimizing Market Strategies, Configuration of Platform Products in a Vendor Managed Inventory (VMI) Supply Chain for a Product Family By Yu, Yugang; Huang, G.Q.
  4. Market Sharing and Price Leadership By Farm, Ante
  5. Growing Shopping Malls and Behavior of Urban Shoppers By Rajagopal
  6. The Italian SMEs in the International context. A model to succeed in the global arena By Elena Cedrola; Loretta Battaglia; Alessandra Tzannis

  1. By: Rajagopal (Tecnológico de Monterrey, Campus Ciudad de México)
    Abstract: Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and role of emotions and attitudes including personality, image, reputation and trust (PIRT) in measuring the performance of brand is argued in the paper. An emerging brand strategy concept in context to bottom of pyramid market segment is also discussed illustratively in this paper.
    Keywords: Cognitive behavior, brand identity, personality traits, bottom of the pyramid market, brand image, trust, corporate reputation, mass market, brand performance, customer value
    JEL: M14 M31
    Date: 2009–03
  2. By: Rajagopal (Tecnológico de Monterrey, Campus Ciudad de México)
    Abstract: This study explores the influence of geo-demographic settings of commercial centers, customer attractions in shopping malls, and route to shopping of urban shoppers. The present research analyzes retailing patterns in urban areas in reference to customer orientation strategies, product search behavior and enhancing the customer value. Interrelationship among urban retailing, marketplace ambiance, conventional shopping wisdom of customers, long-term customer services, and technology led selling processes are also addressed in the study based on empirical survey. Broadly, this study makes contributions to the existing research in urban retailing towards factors determining shopping attractions, routes to shopping, and establishing the customer-centric strategies of the firms.
    Keywords: Shopping mall, multi-channel retailing, consumer behavior, customer-centric strategy, market attractiveness, customer satisfaction
    JEL: D12 L81 M31
    Date: 2009–03
  3. By: Yu, Yugang; Huang, G.Q. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
    Abstract: This paper discusses how a manufacturer and its retailers interact with each other to optimize their product marketing strategies, platform product configuration and inventory policies in a VMI (Vendor Managed Inventory) supply chain. The manufacturer procures raw materials from multiple suppliers to produce a family of products sold to multiple retailers. Multiple types of products are substitutable each other to end customers. The manufacturer makes its decision on raw materials’ procurement, platform product configuration, product replenishment policies to retailers with VMI, price discount rate, and advertising investment to maximize its profit. Retailers in turn consider the optimal local advertising and retail price to maximize their profits. This problem is modeled as a dual simultaneous non-cooperative game (as a Nash game) model with two sub-games. One is between the retailers serving in competing retail markets and the other is between the manufacturer and the retailers. This paper combines analytical, iterative and GA (genetic algorithm) methods to develop a game solution algorithm to find the Nash equilibrium. A numerical example is conducted to test the proposed model and algorithm, and gain managerial implications.
    Keywords: supply chain management;nash game model;vendor managed inventory
    Date: 2009–03–02
  4. By: Farm, Ante (Swedish Institute for Social Research, Stockholm University)
    Abstract: This paper proposes an alternative to the traditional model of supply and demand in markets where consumers take prices as given. Within the framework of “no side payments and partial preplay communication” firms are assumed to decide non-cooperatively on production and marketing while the market price is set by a competitive price leader, i.e. a firm preferring the lowest market price. Predictions include excess supply and a revenuemaximizing market price in markets where production precedes sales. In markets where sales precede production competitive price leadership predicts monopoly pricing but not necessarily monopoly profits if firms are “sufficiently similar”, while the presence of firms with high costs or low capacities will make it possible for the price leader, in some circumstances, to increase its market share and also its profits by reducing its price. And the threat of costly competition for market shares may reduce the market price even for identical firms.
    Keywords: Pricing; oligopoly; price leadership; market sharing
    JEL: L13
    Date: 2009–03–12
  5. By: Rajagopal (Tecnológico de Monterrey, Campus Ciudad de México)
    Abstract: Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls.
    Keywords: Shopping malls, traditional markets, sales promotion, market ambiance, leisure shopping, recreational services, retailing, market congestion, customer value, consumer behavior
    JEL: D12 L81 M31 R51
    Date: 2009–03
  6. By: Elena Cedrola (University of Macerata); Loretta Battaglia (University Cattolica di Milano); Alessandra Tzannis (University Cattolica di Milano)
    Abstract: <p><font face="CMR10" size="2"><font face="CMR10" size="2"><p align="left">This paper explores the internationalization process of the Italian SMEs, and aims to investigate their behaviour in the international contexts to ultimately outline general models</p><p align="left">able to optimize their peculiarities.</p><p align="left">The empirical study firstly examines 546 SMEs along their internationalization. The</p><p align="left">internationalization process is examined through its phases: decisions, marketing strategy,</p><p align="left">achievements and future perspectives. A second aim is to define sustainable paths for SMEs</p><p align="left">willing to expand successfully over the Country borders. It also proposes important issues</p><p align="left">and management implications to be considered in the international development of Italian</p><p align="left">SMEs.</p></font></font></p>
    JEL: O1 O11
    Date: 2009–03

This nep-mkt issue is ©2009 by Joao Carlos Correia Leitao. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.