nep-mkt New Economics Papers
on Marketing
Issue of 2012‒05‒15
nine papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  2. Consumer’s thoughts about and willingness to pay for traffic-light labeled food and financial products By Drescher, Larissa S.; Stephan, Marette; Roosen, Jutta
  3. Generating Brand Equity through Corporate Social Responsibility to Key Stakeholders By Anna Torres; Tammo H. A. Bijmolt; Josep A. Tribé
  4. Price Fairness versus Pricing Fairness By Jean Michel Chapuis
  5. Facilitating healthy choice at the point of sale: fine-tuning nutrition labels versus editing choice? By Aschemann-Witzel, Jessica
  6. Consumer valuation of health attributes in food By Smed, Sinne; Hansen, Lars Garn
  7. What is it Consumers really want, and how can their preferences be influenced? The Case of fat in Milk By Andersen, Laura M.; Smed, Sinne
  8. The Impact of Food Environment on Branded vs. Private Label Produce Choice By Schroeter, Christiane; Cai, Xiaowei
  9. Où placer l'étiquette de marque du film ? Une nouvelle approche à travers le réalisateur. By Camille Pluntz

  1. By: Loy, Jens-Peter; Holm, Thore; Steinhagen, Carsten
    Keywords: Vertical Price Transmission, Threshold Error Correction Model, Dairy Products, Brands, Retail Market, Germany, Agribusiness, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, Marketing, C32, D21, L11, L81,
    Date: 2012
  2. By: Drescher, Larissa S.; Stephan, Marette; Roosen, Jutta
    Abstract: Recently, the stakeholders in the financial industry picked up the idea used in the food sector to label products with traffic-lights. Traffic-lights are not undisputable in either sector. The goal of this paper is to analyze consumer thoughts about this labeling type. Moreover, using the results of a split sample choice experiment the impact of traffic-light labeling on food and financial product purchases is evaluated. It shows that while consumers believe that traffic-lights are helpful in evaluating the risks and benefits associated with (food and financial) products, support for traffic-lights is higher in the food sample. On financial products, consumers’ associate simplicity with traffic-lights, but doubt that they increase the credibility of products. Results of a mixed-logit estimation indicate that traffic-lights affect consumers’ purchases of both product groups. The low-fat attribute has no significant impact on food choices without traffic-lights, but has a positive impact on choices once signalled with a traffic-light label. Consumer evaluate products carrying an organic product label positively, but if the product is additionally labeled with a traffic-light, evaluation becomes negative hinting towards a substitution effect between the organic and the TL label. Considering financial products, traffic-lights lead to a halo-effect for the variance of returns. When no traffic-lights are on the product, consumer chose a product with a high variance of returns less often but more often if the product is labelled with a traffic-light.
    Keywords: Food Consumption/Nutrition/Food Safety,
    Date: 2012
  3. By: Anna Torres; Tammo H. A. Bijmolt; Josep A. Tribé
    Abstract: In this paper we argue that socially responsible policies have a positive impact on a firms brand equity in the short-term as well as in the long-term. Moreover, once we distinguish between different stakeholders, we posit that secondary stakeholders such as community are even more important than primary stakeholders (customers, shareholders, workers and suppliers) in generating brand equity. Policies aimed at satisfied community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions making use of a panel data composed of 57 firms from 10 countries (the US, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility (CSR) provided by the SiRi Global Profile database, as compiled by the Sustainable Investment Research International Company (SiRi).
    Keywords: Brand Equity, Corporate Social Responsibility, Stakeholders
    Date: 2011–10
  4. By: Jean Michel Chapuis (EIREST - Equipe interdisciplinaire de recherches sur le tourisme - Université Paris I - Panthéon Sorbonne)
    Abstract: This research note discusses the distinction between these two concepts of perceptions of fairness, based on the theory of distributive justice and procedural justice, in order to helps understand consumer behavior. With a sample of 250 tourists in French Polynesia and a structural equation model, tourists do not confuse price fairness and pricing fairness. The theoretical implications are that future research should use two distinct scales. For managers, the study suggests that the attention devoted to explaining the fairness of the pricing has more impact on consumer satisfaction than some attempts to explain the price.
    Keywords: consumer perceptions, price fairness, pricing fairness, tourism study
    Date: 2012–03–04
  5. By: Aschemann-Witzel, Jessica
    Abstract: Obesity rates in Europe have lead to a debate on what factors influence consumers’ in-store food choices most. This study aims to assess the contribution of nutrition labels against the impact of choice sets to facilitating healthy decision-making. Different front-of-pack labeling formats were implemented on products that were presented to representative consumer samples. Choice sets and product categories were systematically varied. The results indicate that nutrition information in general contribute only little, while extending choice sets with healthier product alternatives of the same category – i.e., ‘choice editing’ – largely contributes to healthy decision-making.
    Keywords: Food Consumption/Nutrition/Food Safety,
    Date: 2012
  6. By: Smed, Sinne; Hansen, Lars Garn
    Abstract: In modern societies it seems that the pleasures of taste often encourage the consumption of fatty, salty and sweet foods, whereas growing health awareness discourages consumption of the same foods. Numerous studies find that education and diet healthiness are highly correlated and one possible explanation is that consumers with a longer education are better at understanding and appreciating the health implication of their diet than are consumers with a short education. In this study we estimate a hedonic model of consumer’s valuation of food characteristics that allows nutrients to influence utility both through their perceived effects on health and their effects on the taste of food. The model is estimated using purchase data from a consumer panel with comprehensive coverage of food purchases for 2500 Danish households. We find that it is differences in taste valuations, rather than differences in valuation of health effects, that explains the observed differences in dietary healthiness across consumers with different educational backgrounds.
    Keywords: Hedonic model, taste, health, food consumption, Food Consumption/Nutrition/Food Safety, D12, I12,
    Date: 2012
  7. By: Andersen, Laura M.; Smed, Sinne
    Abstract: In this paper we investigate preferences for fat in milk through a structural characteristics model. The data includes information about daily purchases and social and demographic characteristics of more than 1,100 households. We find that consumers who prefer milk with a high fat content do not react to information about health effects, but can be influenced by prices, while consumers who prefer milk with a low share of fat are influenced by information, but are less price sensitive. Therefore, when attempting to decrease consumption of fat from milk, prices are more efficient than information.
    Keywords: Fat in milk, Characteristics model, hedonic prices, information, panel data, Food Consumption/Nutrition/Food Safety, D12,
    Date: 2012–02
  8. By: Schroeter, Christiane; Cai, Xiaowei
    Abstract: Over the past two decades, U.S. food retailers are providing more organic private label foods (PLs) which are directly competing with the National Brand (NB) products. From a policy perspective, an increased availability of high-quality PL products might provide consumers with a more affordable way to cover their produce consumption. Using a two-step Heckman selection model, we estimate the impact of purchase information, demographics, and food environment on the purchasing likelihood and expenditure shares of PL organic vs. conventional spinach. Results show that food context, most notably food availability, access, and adult obesity rate, significantly influences organic PL spinach choice.
    Keywords: Brand Loyalty, Quality, Private label, Food Environment, Food Consumption/Nutrition/Food Safety, I18, D12, R23,
    Date: 2012
  9. By: Camille Pluntz (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)
    Abstract: Cette communication a pour objectif d'établir une nouvelle conceptualisation de l'étiquette de marque du film, à travers le réalisateur. Nous voyons, dans un premier temps, quelles conceptualisations de l'étiquette de marque du film sont couramment utilisées dans les recherches en marketing. Puis, dans un deuxième temps, en rapprochant la théorie de la valeur culturelle de Smith (1983) et Frow (1995) avec la définition de la marque par la valeur de Kapferer (2007), il s'agit de montrer comment le réalisateur peut être envisagé comme marque de ses propres films. En conclusion, nous proposons un cadre de recherche marketing dans lequel cette nouvelle étiquette de marque du film peut être utilisée.
    Keywords: marque; film; réalisateur
    Date: 2012–04–05

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