nep-mkt New Economics Papers
on Marketing
Issue of 2014‒03‒01
five papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. An analysis of brand relationship with the perceptive of customer based brand equity pyramid By Umesh Ramchandra Raut; Pedro Quelhas Brito
  2. Recherche et implications en marketing : l'intégration du développement durable By Béatrice Parguel; Florence Benoît-Moreau; Elisa Monnot; Fanny Reniou; Fabrice Larceneux
  3. The impact of price display on perceptions of luxury: a masstige perspective By Béatrice Parguel; Thierry Delécolle; Pierre Valette-Florence
  4. Comparison of two methods for customer differentiation By Gabor, A.F.; Guang, Y.; Axsäter, S.
  5. Pay-What-You-Want Pricing Schemes: A Self-Image Perspective By Kahsay, Goytom Abraha; Samahita, Margaret

  1. By: Umesh Ramchandra Raut (Faculty of Economics (FEP), University of Porto, Portugal); Pedro Quelhas Brito (Faculty of Economics (FEP), University of Porto, Portugal)
    Abstract: The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is important. The presence of strong brand in the market is the source of various financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer connected with brand. Our move toward a science of consumer-brand relationships presents many challenges, many doubts that something so idiosyncratic can be brought to the level of generalizability that science requires. Literature of branding verify that the brand resonance is not depends on one thing only; it shows the impact of many brand related factors. Marketers must know the nature and mode of the consumer’s relationship with their brand. This study presents the brief discussion on brand resonance with help of literature of branding.
    Keywords: Brand, brand resonance, brand relationship, brand attachment, brand loyalty
    JEL: M31
    Date: 2014–02
  2. By: Béatrice Parguel (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine); Florence Benoît-Moreau (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine); Elisa Monnot (THEMA - Université de Cergy Pontoise); Fanny Reniou (IRG - Institut de Recherche en Gestion - Université Paris-Est Créteil Val-de-Marne (UPEC) : EA2354 - Université Paris-Est Marne-la-Vallée (UPEMLV)); Fabrice Larceneux (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)
    Abstract: Cet article étudie l'intégration du développement durable dans les implications des recherches francophones en marketing, au travers d'une analyse textuelle menée sur les communications de cinq Congrès récents de l'AFM, et d'une interprétation fondée sur la sociologie de Bourdieu. Une discussion sur l'évolution du champ de la recherche en marketing vient clore ce travail.
    Keywords: développement durable, recherche en marketing, implications de la recherche, performativité, analyse textuelle
    Date: 2014–02–18
  3. By: Béatrice Parguel (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine); Thierry Delécolle (ISC Paris Business School - ISC Paris Business School); Pierre Valette-Florence (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre-Mendès-France - Grenoble II, Grenoble 2 UPMF - Université Pierre Mendès France - Université Pierre-Mendès-France - Grenoble II, IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Université Pierre-Mendès-France - Grenoble II)
    Abstract: Based on two experimental studies in which college students participated, this paper investigates the impact of price display in the luxury sector on low-end brands perceived luxury and attitude. In Study 1, we show that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a fictitious low-end brand. In Study 2, we confirm this positive influence for a real low-end brand, and show that it transfers to brand attitude through perceived quality and conspicuousness. In addition, Study 2 indicates no negative effect of price display on perceptions of luxury for a higher level brand. In a pioneering attempt to evaluate the effects of price display in the luxury sector, this paper adds value to the body of literature on luxury brand management. Besides, it provides insight to managers of luxury brands of different range levels on the effects of price display, a practice that develops as more and more luxury companies engage in masstige strategies or open commercial websites.
    Keywords: Price, brand luxury, brand attitude, downscale extension
    Date: 2014–02–18
  4. By: Gabor, A.F.; Guang, Y.; Axsäter, S.
    Abstract: In response to customer specific time guarantee requirements, service providers can offer differentiated ser- vices. However, conventional customer differentiation methods often lead to high holding costs and may have some practical drawbacks. We compare two customer differentiation policies: stock reservation and pipeline stock priority for high priority customers. We derive exact analytical expressions of the waiting time distri- bution of both types of customers for a stock reservation policy. We then provide accurate approximation methods for a pipeline stock priority policy. By comparison, we offer insights concerning which method should be used under different service level requirements.
    Keywords: inventory planning, service differentiation, priority demand classes
    Date: 2014–02–15
  5. By: Kahsay, Goytom Abraha (Department of Food and Resource Economics, University of Copenhagen); Samahita, Margaret (Department of Economics, Lund University)
    Abstract: Pay-What-You-Want (PWYW) pricing schemes are becoming increasingly popular in a wide range of industries. We develop a model incorporating self-image into the buyer's utility function and introduce heterogeneity in consumption utility and image-sensitivity, which generates different purchase decisions and optimal prices across individuals. When a good is sold at a fixed price higher than a threshold value, a price that the individual thinks is fair, the adoption of PWYW increases his utility and hence results in a weakly higher purchase rate. When a good is sold at a fixed price lower than this threshold, however, PWYW can lead to a lower utility. This may result in a lower purchase rate and higher average price, in line with previously unexplained evidence from field experiments. Moreover, an increase in the threshold value decreases the buyer's utility and may further lower the purchase rate, possibly resulting in a further increase in purchase price. Using simple assumptions of quadratic self-image function and uniformly distributed individual preferences, we investigate the conditions under which PWYW yields higher total welfare.
    Keywords: pay-what-you-want; self-image; fairness; voluntary contribution
    JEL: D03 D11 D49 D64 D82
    Date: 2014–02–17

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