nep-mkt New Economics Papers
on Marketing
Issue of 2013‒01‒12
five papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Brand equity in modern marketing theory By Muravskii, D. V.; Smirnova, M. M.; Alkanova, O. N.
  2. The role of brand characteristics in brand alliance engagement with different types of partners: An exploratory study By Samuylova, E. B.; Muravskii, D. V.; Smirnova, M. M.; Alkanova, O. N.
  3. Stratégies marketing pour PME sous-traitantes dans l’horlogerie By Courvoisier, François; Calmelet, Laurence
  4. Target Advertising and Market Transparency By Stühmeier, Torben
  5. Beyond price discrimination: welfare under differential pricing when costs also differ By Chen, Yongmin; Schwartz, Marius

  1. By: Muravskii, D. V.; Smirnova, M. M.; Alkanova, O. N.
    Abstract: In this paper, the prevalent approaches towards defining and measuring brand equity are discussed and systemized. The resulting classification allows matching particular types of brand metrics with coherent approaches to defining brand equity, which contributes to the convenience of making and justifying the choice of brand equity measures.
    Keywords: brand equity, brand equity measurement, defining brand equity,
    Date: 2012
  2. By: Samuylova, E. B.; Muravskii, D. V.; Smirnova, M. M.; Alkanova, O. N.
    Abstract: Although there is plenty of work, in which co-branding is studied from the point of view of the consumer, there is a lack of empirical studies from a firm (managerial) perspective, which is important for the comprehensive understanding of co-branding. The goal of this research is to gain a better understanding of what determines the choice of brand allies and whether particular brand characteristics effect that choice. Therefore, the relationship between focal brand characteristics and brand alliance engagement with different types of partners is explored using a sample of 62 Russian and international brands. As a result, the existence of the relationship be-tween focal brand characteristics and brand alliance engagement with dif-ferent types of partners is revealed, a model, describing the firm’s alliance behavior depending on focal brand characteristic is created and directions for further research and practical implications are presented.
    Keywords: brand alliances, co-branding, brand equity, Eco-systems,
    Date: 2012
  3. By: Courvoisier, François; Calmelet, Laurence
    Abstract: Most industries have been losing market share due to the world financial crisis. Even though the marketing strategies of watch makers are constantly studied by BtoC marketers, it is difficult to find a research about theirs subcontractors and the way they are trying to improve their position in the BtoB value chain. This research aims to highlight the way industrial suppliers interact with these well-known brands and what marketing strategy they are implementing. Several interviews in the Arc Jurassien were carried out. This article concludes with some managerial advice and axis for further researches.
    Keywords: Strategy; watch industry; subcontractor; BtoB
    JEL: M31 L6
    Date: 2012–01–01
  4. By: Stühmeier, Torben
    Abstract: This paper examines the effects of increased transparency over online news sources, e.g. due to news aggregators, on online news outlets and the advertising industry. The role of news aggregators is controversially discussed, where the discussion widely points on user side effect. The present paper widens the discussion on the advertising side and shows that aggregators can help to better target advertising messages to a more homogenous group of users and, in turn, may both benefit advertisers and news outlets. --
    JEL: L22 L82 L86
    Date: 2012
  5. By: Chen, Yongmin; Schwartz, Marius
    Abstract: We extend the analysis of monopoly third-degree price discrimination to the empirically important case where marginal costs also differ between markets. Differential pricing then reallocates output to the lower-cost markets, hence welfare can increase even if total output does not, unlike under pure price discrimination. To induce output reallocation the firm varies its prices but---again, unlike under pure price discrimination---with no upward bias in the average price. Due to this price dispersion, differential pricing motivated solely by cost differences will increase consumer surplus (and total welfare) for a broad class of demand functions. We also provide sufficient conditions for beneficial differential pricing in the hybrid case where both demand elasticities and marginal costs differ.
    Keywords: price discrimination; differential pricing; price dispersion; add-on pricing
    JEL: D4 L1
    Date: 2012–12–23

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