nep-mkt New Economics Papers
on Marketing
Issue of 2014‒05‒24
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. New Marketing Channels in China By Clubb, Gary
  2. Food Marketing Understanding and influencing consumer demand By Pearson, Dr. David
  3. Bundling and joint marketing by rival firms By Jeitschko, Thomas D.; Jung, Yeonjei; Kim, Jaesoo
  4. Life Transitions and Food Choice Behavior in Older Adults: How Changes in Social Relationships are Linked to Changes in Brand Preferences By Reitmeier, Martina; Roosen, Jutta
  5. Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research By Nebojsa S. Davcik; Rui Vinhas da Silva; Joe F. Hair
  6. The Determinants of Consumer Confidence in Credence Attributes:Trust in the Food System and in Brands By Lassoued, Rim; Hobbs, Jill E.

  1. By: Clubb, Gary
    Keywords: International Development, Marketing,
    Date: 2014–02–20
  2. By: Pearson, Dr. David
    Keywords: Consumer/Household Economics, Food Security and Poverty,
    Date: 2014
  3. By: Jeitschko, Thomas D.; Jung, Yeonjei; Kim, Jaesoo
    Abstract: We study joint marketing arrangements by competing firms who engage in price discrimination between consumers who patronize only one firm (single purchasing) and those who purchase from both competitors (bundle purchasers). Two types of joint marketing are considered. Firms either commit to a component-price that applies to bundle-purchasers and then firms set stand-alone prices for single purchasers; or firms commit to a rebate off their stand alone price that will be applied to bundle-purchasers, and then firms set their stand alone prices. Both methods allow firms to raise prices and earn higher profits. However, the effect of price discrimination on social welfare depends on how prices are chosen. The rebate joint marketing scheme increases joint purchasing, whereas bundle pricing diminishes bundle purchases. If the marginal social value of a bundle over a single purchase is large, the former increases total welfare. However, welfare can also increase with bundle pricing compared to non-discriminatory pricing. --
    Keywords: Bundling,Joint Marketing,Price Discrimination
    JEL: D4 D8
    Date: 2014
  4. By: Reitmeier, Martina; Roosen, Jutta
    Abstract: Despite their growing economic influence, older consumers are often neglected as a target group because they are considered brand loyal and not flexible in their consumption habits. However, previous research suggests that life transitions may be associated with changes in older consumers’ behavior. To investigate whether late-life transitions predict a greater likelihood of changing food related brand preferences, we conducted two studies, examining four focus groups (preliminary study) and analyzing real purchase data of German consumers from 2004 to 2008 (main study). Our findings provide empirical evidence that life transitions (e.g., transition to retirement) increase the likelihood of changes in food-related brand preferences for older consumers. These findings have implications for policy makers and marketing practitioners.
    Keywords: Health Economics and Policy, Institutional and Behavioral Economics,
    Date: 2014
  5. By: Nebojsa S. Davcik; Rui Vinhas da Silva; Joe F. Hair
    Abstract: This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We present a taxonomy of brand value grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand value formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory must be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.
    Keywords: branding, brand equity theory, brand value, stakeholder value and perspective, financial performance, marketing assets, sources and determinants of brand equity
    Date: 2014–05–22
  6. By: Lassoued, Rim; Hobbs, Jill E.
    Abstract: Given the credence nature of food quality and food safety attributes, consumers rely on abstract systems of regulation as well as quality signals such as brands to make informed choices. Motivated by the need to further investigate what influences consumer confidence in credence attributes, this paper develops a conceptual framework in which trust in the food system (i.e. government, farmers, manufacturers, and retailers) and brand trust are posited to influence public confidence in credence attributes. The proposition is tested using Structural Equation Modeling techniques based on survey data from a sample of Canadian consumers of fresh chicken meat and of packaged green salad. Survey results indicate that while both trust in the food system and brand trust are positively associated with consumer confidence in credence attributes, the influence of system trust on public confidence is more pronounced than the effect of trust in individual food brands. The effect of brand trust also appears to vary across product categories. The paper offers insights into the use of SEM to model the complexity underlying the determinants and outcomes of trust within food networks.
    Keywords: brand trust, structural equation modelling, food safety, food quality, chicken, salad, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Health Economics and Policy,
    Date: 2014

This nep-mkt issue is ©2014 by Joao Carlos Correia Leitao. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.