nep-mkt New Economics Papers
on Marketing
Issue of 2012‒06‒13
four papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Investment in customer recognition and information exchange By Oz Shy; Rune Stenbacka
  3. The different approach of green advertising: an empirical analysis of the Italian context By Francesco Testa; Fabio Iraldo; Sara Tessitore; Marco Frey
  4. Les produits de terroir vietnamiens : points de vue des consommateurs locaux By Tran, T.T.; Figuié, M.; Sirieix, L.; Moustier, P.

  1. By: Oz Shy; Rune Stenbacka
    Abstract: We investigate how costly acquisition and exchange of customer-specific information affects industry profit and consumer welfare. Consumers differ in their preferences for competing brands and in their switching costs between brands. Brand-producing firms use their acquired knowledge of customer-specific preferences to differentiate prices. We show that consumers are worse off when firms acquire information about their preferences and that information sharing between firms further magnifies their losses. No information sharing supports a subgame perfect equilibrium that is also efficient. Finally, equilibrium investments in customer information may be excessive if firms bear low costs of acquiring customer-specific information.
    Keywords: Consumers' preferences
    Date: 2012
  2. By: Béatrice Parguel (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine); Renaud Lunardo (Bordeaux Ecole de Management - Bordeaux Management School (BEM)); Jean-Charles Chebat (HEC Montréal - HEC MONTRÉAL)
    Abstract: This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco brands through the health beliefs they lead consumers to associate to the brand. On the contrary, text-only ad parodies prove counterproductive and lead to a boomerang effect characterized by an increase in consumers' tobacco brand attitude.
    Keywords: ad parodies ; persuasion ; anti-tobacco activism
    Date: 2012
  3. By: Francesco Testa (Istituto di Management - Scuola Superiore Sant’Anna, Pisa); Fabio Iraldo (Istituto di Management - Scuola Superiore Sant’Anna, Pisa); Sara Tessitore (Istituto di Management - Scuola Superiore Sant’Anna, Pisa); Marco Frey (Istituto di Management - Scuola Superiore Sant’Anna, Pisa)
    Abstract: Advertising is an important means of communication and can guide consumer choices by relying on their priorities. The aim of this study is to analyse the dissemination and characteristics of green advertisings in Italian newspapers between 2007 and the first half of 2008. The article aims to quantify the existence of references to environmental issues in advertisement in newspapers and magazines and to identify the prevailing elements and characteristics of the green message, such as the subject, the content and the completeness of the message or other elements such as certificates, sponsorship used to improve the effectiveness of the message. In addition, a “cluster analysis” was applied on the collected data, classifying messages into four ecological categories that are associated with a different communication strategy for the “green component” of their message.
    Keywords: environmental advertising, green marketing, green communication.
    JEL: M10
    Date: 2012–01–01
  4. By: Tran, T.T.; Figuié, M.; Sirieix, L.; Moustier, P.
    Abstract: The concept of origin-linked product is familiar to Vietnamese urban consumers: in a survey conducted in 2005,Vietnamese urban consumers were able to quote 265 Vietnamese origin- linked products, mainly fresh ones (fruits and vegetables). These products are valued for their sanitary quality and their cultural and historical meaning. Current debates on geographical indication suggest using the reputation of the origin-linked products among local consumers as an evidence of a specific link between products and geographical origins. Nevertheless this approach raises some problems, quality being a social construction. Increasing the role of consumers in defining this quality might weaken the role of producers and the possibility to use the geographical indication as a development tool. ...French Abstract : Le concept de produits de terroir est un concept familier aux consommateurs urbains vietnamiens : ils ont pu citer au cours de notre enquête réalisée en 2005 plus de 265 produits, principalement des produis frais (fruits et légumes). Ces produits sont appréciés pour leur goût, leur qualité sanitaire et leur dimension culturelle. Mobiliser la réputation des produits terroirs auprès des consommateurs locaux en tant que preuve de l'existence d'un lien spécifique produit-terroir, comme le suggèrent certaines réglementations, pose un certain nombre de problèmes. En particulier, si l'on reconnaît que la qualité est une construction sociale, le poids accru donné aux consommateurs dans cette construction risque d'affaiblir les producteurs et le rôle du dispositif IG comme outil de développement.
    JEL: D12 Q13 L15 O53
    Date: 2012

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