nep-mkt New Economics Papers
on Marketing
Issue of 2011‒08‒09
six papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Multiproduct pricing and the Diamond Paradox By Rhodes, Andrew
  2. Brand mergers: Examining consumer response to name and logo design By Joana César Machado; Paulo Lencastre; Leonor Vacas de Carvalho; Patrício Costa
  3. Price setting in a leading Swiss online supermarket By Berka, Martin; Devereux, Michael B.; Rudolph, Thomas
  4. Portuguese Retailersâ Motivations to Adopt Front of Pack Nutrition Labels: A Qualitative Analysis By Caldeira, Monica; Sottomayor, Miguel; Souza Monteiro, Diogo
  5. Can a click buy a little happiness? The impact of business-to-consumer e-commerce on subjective well-being By Sabatini Fabio
  6. Corporate Social Responsibility in der Marketing- und Markenforschung: Ein systematischer Überblick zum aktuellen Stand der empirischen Forschung By Waßmann, Jan

  1. By: Rhodes, Andrew
    Abstract: We study the pricing behavior of a multiproduct monopolist, when consumers must pay a search cost to learn its prices. Equilibrium prices are high because rational consumers understand that visiting the store exposes them to a hold-up problem. However a firm with more products attracts more consumers with low valuations, and therefore charges lower prices. We also show that when the firm advertises the price of one product, it provides consumers with some indirect information about all of its other prices. The firm can therefore build a store-wide ‘low-price image’ by advertising just one product at a low price.
    Keywords: multiproduct search; advertising
    JEL: M3 M37 D83
    Date: 2011–07–08
  2. By: Joana César Machado (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto); Paulo Lencastre (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto); Leonor Vacas de Carvalho (Universidade de Évora); Patrício Costa (Universidade do Porto)
    Abstract: It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.
    Keywords: brand identity, logos, brand mergers, consumer preferences
    Date: 2011–07
  3. By: Berka, Martin; Devereux, Michael B.; Rudolph, Thomas
    Abstract: We study a newly released data set of scanner prices for food products in a large Swiss online supermarket. We find that average prices change about every two months, but when we exclude temporary sales, prices are extremely sticky, changing on average once every three years. Non-sale price behavior is broadly consistent with menu cost models of sticky prices. When we focus specifically on the behavior of sale prices, however, we find that the characteristics of price adjustment seems to be substantially at odds with standard theory.
    Keywords: online supermarket, price behavior, sticky price,
    Date: 2011–07–07
  4. By: Caldeira, Monica; Sottomayor, Miguel; Souza Monteiro, Diogo
    Abstract: Nutrition is an important food marketing differentiation criterion. There is growing evidence of the relation between diets and health conditions. Thus there is a potential conflict between industry and public health authorities over the use of nutrition labels. Understanding industry motivations for simplified nutrition labels use is paramount to scrutinize market dynamics, improve label policy design and its evaluation. The aim of this research is to ascertain how retailers perceive consumerâs attitudes to nutrition labels and what motivates their use. We conducted in-depth semi-structure interviews with senior managers in leading Portuguese retail chains. Our results suggest that retailersâ adopt FOP to aid their customersâ food choices, as a response to competitorsâ moves and preempt labeling regulations. However, respondents were concerned on whether nutrition labels added value to their business, has a negative impact on sales in certain food categories and may hinder relations with suppliers.
    Keywords: Nutrition labels, retailers, semi-structured interviews, content analysis, Food Consumption/Nutrition/Food Safety, Q18, M31, M38, M14,
    Date: 2011–07
  5. By: Sabatini Fabio
    Abstract: This paper presents the first empirical investigation into the effect of e-shopping on subjective well-being. The analysis relies on a nationally and regionally representative dataset from Italy (n = 4,130) drawn from the 2008 wave of the Survey of Household Income and Wealth (SHIW) carried out by the Bank of Italy. Probit, OLS regressions and instrumental variables estimates show that e-shopping is strongly and positively associated with subjective well-being.
    Date: 2011–07
  6. By: Waßmann, Jan
    Abstract: Die Implementierung einer gesellschaftlichen Verantwortung von Unternehmen, auch Corporate Social Responsibility (CSR) genannt, entwickelt sich zunehmend zu einem bedeutenden Managementkonzept der strategischen Unternehmensführung in der Praxis. Von dieser Entwicklung ist insbesondere das Marketing- und Markenmanagement betroffen, da es im Rahmen der CSR eine wichtige Rolle bei der Ausgestaltung des Dialogs mit den Stakeholdern der Unternehmung übernimmt. Vor diesem Hintergrund sind in der wissenschaftlichen Marketingforschung in den vergangenen 15 Jahren zahlreiche empirische Untersuchungen durchgeführt worden mit dem Ziel die Wirkungsweise von CSR-Aktivitäten im Marketingkontext zu erklären. In der vorliegenden Metastudie werden die wichtigsten Ergebnisse der Forschungsaktivitäten in diesem Bereich komprimiert wiedergegeben und diskutiert, um daraus Handlungsempfehlungen, sowohl für zukünftige Untersuchungen, als auch für die Managementpraxis abzuleiten. Hierbei zeigt der systematische Forschungsüberblick über insgesamt 62 Studien aus einschlägigen internationalen Marketing-Journals, dass sich die empirischen Ergebnisse in diesem Bereich grundsätzlich in sechs Gruppen von Einflussfaktoren einordnen lassen (Produkteigenschaften, Verhalten des Unternehmens, Kommunikationsunterstützung, wahrgenommener Fit, Markenimage und Konsumenteneigenschaften). Die Mehrheit der Studien untersucht dabei den Einfluss unterschiedlicher Variablen des wahrgenommenen Fits (z.B der Fit von CSR-Aktivität und Marke) oder Verhaltensweisen des Unternehmens auf die Einstellung gegenüber der Marke. Der überwiegende Teil der Studien entstand in den USA. Zudem handelt es sich bei der Art der Studien mehrheitlich um experimentelle Forschungsdesigns mit geringer externer Validität. Die vorliegende Arbeit diskutiert daher diese und weitere Limitationen der Untersuchungen im Hinblick auf eine generelle Übertragbarkeit der Erkenntnisse auf die Praxis. --
    Date: 2011

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