nep-mkt New Economics Papers
on Marketing
Issue of 2014‒06‒07
three papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. The consumer-based brand equity inventory: scale construct and validation By Bruno Schivinski; Dariusz Dabrowski
  2. Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment By Tom Blake; Chris Nosko; Steven Tadelis
  3. Les effets induits de la construction de la LGV SEA pour les départements traversés : une analyse intermédiaire des modes de vie et de consommation des cadres et des ETAM. By Etienne Fouqueray

  1. By: Bruno Schivinski (Gdansk University of Technology, Gdansk, Poland); Dariusz Dabrowski (Gdansk University of Technology, Gdansk, Poland)
    Abstract: The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand loyalty. A sample of 1874 Polish consumers was used to test the proposed dimensions. To measure the construct, we used a combination of exploratory and confirmatory factor analyses employing structural equation modeling in 12 product categories and across 24 brands. Additionally, for the purpose of cross-validation, we tested the framework for the factorial invariance of instrument scores. The results of our research support the hypothesized four-factor CBBE model. Moreover, the subscales designed to measure the construct operate equivalently across different product categories, which allows the meaningful comparison of scores and a wider empirical application.
    Keywords: consumer-based brand equity; brand awareness; brand associations; perceived quality; brand loyalty
    JEL: M30 M31 Y1
    Date: 2014–05
  2. By: Tom Blake; Chris Nosko; Steven Tadelis
    Abstract: Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising the bulk of this revenue. We present results from a series of large scale field experiments done at eBay that were designed to measure the causal effectiveness of paid search ads. Because search clicks and purchase behavior are correlated, we show that returns from paid search are a fraction of conventional non-experimental estimates. As an extreme case, we show that brand-keyword ads have no measurable short-term benefits. For non-brand keywords we find that new and infrequent users are positively influenced by ads but that more frequent users whose purchasing behavior is not influenced by ads account for most of the advertising expenses, resulting in average returns that are negative.
    JEL: C93 D22 L10 L20 L81 M37
    Date: 2014–05
  3. By: Etienne Fouqueray (CRIEF - Centre de Recherche sur l'Intégration Economique et Financière - Université de Poitiers)
    Abstract: LISEA a mis en place un observatoire socio-économique dont les principaux objectifs sont de participer à l'argumentaire national sur les effets constatés des Lignes à Grande Vitesse ferroviaires et d'exposer aux acteurs locaux les effets territoriaux, économiques et sociaux de la LGV SEA Tours-Bordeaux. Ses travaux s'organisent autour de six axes : 1. Effets " chantier ", 2. Offre de transport et mobilité, 3. Effets " gare LGV ", 4. Dynamiques métropolitaines et territoriales, 5. Tourisme et LGV, 6. Stratégies des acteurs et organisations. L'axe 1 interroge les effets sur l'économie des territoires traversés de la construction de la ligne. Trois thématiques guident le travail de recherche : Entreprises et sous-traitance, Emploi et formation et Lieux de vie et lieux de consommation. La présente synthèse s'inscrit dans le cadre de la thématique Lieux de vie et lieux de consommation. Les résultats présentés sont issus d'une première enquête réalisée auprès de cadres, Employés, Techniciens et Agents de Maitrise (ETAM) du projet LGV SEA Tours-Bordeaux. Ils apportent des éléments de réponse quant aux effets pour les départements traversés par la ligne SEA des modes de vie et des modes de consommation de ces personnels. Ces résultats ne permettent pas de mesurer, à ce stade, l'effet induit total pour les territoires traversés. D'autres enquêtes et d'autres traitements viendront compléter ces travaux d'ici la fin de l'année 2014.
    Date: 2014–04–01

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