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on Marketing |
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Issue of 2013‒06‒30
five papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Bruno Schivinski (Gdansk University of Technology, Gdansk, Poland); Dariusz Dabrowski (Gdansk University of Technology, Gdansk, Poland) |
| Abstract: | Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the proposed model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing, and mobile operators. In the data analysis, we applied the structural equation modeling technique. The results of our empirical studies showed that user-generated social media communication had a positive influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover, measurement invariance was assessed using a multi-group structural modeling equation. The findings revealed that the proposed model was invariant across the researched industries |
| Keywords: | social-media; brand equity; brand attitude; purchase intention; Facebook |
| JEL: | M31 M39 D83 |
| Date: | 2013–06 |
| URL: | http://d.repec.org/n?u=RePEc:gdk:wpaper:12&r=mkt |
| By: | Michael P. Keane (University of Oxford, Nuffield College); Nada Wasi (University of Michigan, Survey Research Center) |
| Abstract: | In recent years it has become common to use stated preference (SP) discrete choice experiments (DCEs) to study and/or predict consumer demand. SP is particularly useful when revealed preference (RP) data is unobtainable or uninformative (e.g., to predict demand for a new product with an attribute not present in existing products, to value non-traded goods). The increasing use of SP data has led to a growing body of research that compares SP vs. RP demand predictions (in contexts when both are available). The present paper goes further by comparing the structure of consumer taste heterogeneity in SP vs. RP data. Our results suggest the nature of taste heterogeneity is very different: In SP data consumers are much more likely to exhibit either (i) lexicographic preferences, or (ii) “random” choice behavior. And many consumers appear to be fairly insensitive to price. This suggests that caution should be applied before using SP to answer questions about the distribution of taste heterogeneity in actual markets. |
| Keywords: | Discrete choice experiments, Stated preference data, Discrete choice models, Consumer demand, Consumer heterogeneity, Mixture models |
| JEL: | D12 C35 C33 C91 M31 |
| Date: | 2013–02–04 |
| URL: | http://d.repec.org/n?u=RePEc:nuf:econwp:1310&r=mkt |
| By: | Bergès, Fabian; Hassan, Daniel; Monier-Dilhan, Sylvette |
| JEL: | D12 L81 Q13 |
| Date: | 2013–05 |
| URL: | http://d.repec.org/n?u=RePEc:ner:toulou:http://neeo.univ-tlse1.fr/3489/&r=mkt |
| By: | Moya Kneafsey (Centre for Agroecology and Food Security, Coventry University); Laura Venn (Innovative Futures research); Ulrich Schmutz (Centre for Agroecology and Food Security, Coventry University); Balász Bálint (Institute of Environmental and Landscape Management, Szent Istvan University); Liz Trenchard (Centre for Agroecology and Food Security, Coventry University); Trish Eyden-Woods (Centre for Agroecology and Food Security, Coventry University); Elizabeth Bos (Centre for Sustainable Regeneration, Coventry University); Gemma Sutton (Centre for Agroecology and Food Security, Coventry University); Matthew Blackett (Environment and Disaster Management, Coventry University) |
| Abstract: | The present study aims at describing the state-of-play of short food supply chains (SFSC) in the EU understood as being the chains in which foods involved are identified by, and traceable to a farmer and for which the number of intermediaries between farmer and consumer should be minimal or ideally nil. Several types of SFSCs can be identified, for example CSAs (Community-Supported Agriculture), on-farm sales, off-farm schemes (farmers markets, delivery schemes), collective sales in particular towards public institutions, being mostly local / proximity sales and in some cases distance sales. Such type of food chain has specific social impacts, economic impacts at regional and farm level as well as environmental impacts translating themselves into a clear interest of consumers. SFSCs are present throughout the EU, although there are some differences in the different MS in terms of dominating types of SFSCs. In general, they are dominantly small or micro-enterprises, composed of small-scale producers, often coupled to organic farming practices. Social values (quality products to consumers and direct contact with the producer) are the values usually highlighted by SFSCs before environmental or economic values. In terms of policy tools, there are pros and cons in developing a specific EU labelling scheme which could bring more recognition, clarity, protection and value added to SFSCs, while potential costs might be an obstacle. Anyhow, a possible labelling scheme should take into account the current different stages and situations of development of SFSCs in the EU and be flexible enough accommodate these differences. Other policy tools, in particular training and knowledge exchange in marketing and communication are considered important and should continue to be funded by Rural Development programmes, as well as possibly other EU funds in view of the positive social and not specifically rural impacts. |
| Keywords: | sustainable agriculture, rural development, CAP, food labelling, quality agricultural products, short food supply chain, local products, direct sales |
| Date: | 2013–03 |
| URL: | http://d.repec.org/n?u=RePEc:ipt:iptwpa:jrc80420&r=mkt |
| By: | Michael P. Keane (Nuffield College and Department of Economics, University of Oxford) |
| Date: | 2013–06–03 |
| URL: | http://d.repec.org/n?u=RePEc:nuf:econwp:1308&r=mkt |