nep-mkt New Economics Papers
on Marketing
Issue of 2016‒12‒04
four papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. The Formation of Consumer Brand Preferences By Bronnenberg, Bart; Dube, Jean-Pierre
  2. Revisiting the Product Life Cycle By Dennis Heffley
  3. Understanding attitudes towards congestion pricing: a latent variable investigation with data from four cities By Hess, Stephane; Börjesson, Maria
  4. Global Kids Online Research Synthesis, 2015-2016 By Sonia Livingstone; Jasmina Byrne; Daniel Kardefelt Winther; Mariya Stoilova; UNICEF Office of Research - Innocenti

  1. By: Bronnenberg, Bart; Dube, Jean-Pierre
    Abstract: Brands and brand capital have long been theorized to play an important role in the formation of the industrial market structure of consumer goods industries. We summarize several striking empirical regularities in the concentration, magnitude and persistence of brand market shares in consumer goods categories. We then survey the theoretical and empirical literatures on the formation of brand preferences and how brand preferences contribute to our understanding of these empirical regularities. We also review the literature on how brand capital creates strategic advantages to firms that own established brands.
    JEL: L11 L15 M31 M37
    Date: 2016–11
  2. By: Dennis Heffley (University of Connecticut)
    Abstract: Simplicity of the basic product life cycle (PLC) concept helps to explain its popularity in economics, management, marketing, and other business-­‐related fields; but this simplicity also poses a risk of incorrectly estimating and misinterpreting the time paths of product sales and prices. This review highlights both theoretical and empirical applications of the PLC and offers some suggestions about how to improve applications of the concept. In particular, expanding the PLC framework to consider multiple determinants of sales and prices, rather than treating these outcomes as simple time-­‐dependent relationships, would enhance our understanding of market processes. JEL Classification: Key words:
    Date: 2016–11
  3. By: Hess, Stephane (Institute for Transport Studies, University of Leeds); Börjesson, Maria (KTH)
    Abstract: Numerous cities around the world are considering the implementation of road pricing to ease urban traffic congestion, following on from the success in cities such as London and Singapore. However, policy makers are also all too aware of the generally negative public opinion towards such measures. This study makes use of data collected in four cities (two in Sweden, one in Finland and one in France) using a very consistent survey probing for citizens’ attitudes towards pricing. We find very strong similarities across the four cities in terms of a number of underlying attitudinal constructs that help explain people’s answers in a hypothetical referendum on congestion pricing. The similarities across cities indicate that the increase in the opinion towards congestion pricing once they are introduced is not primarily an effect of changes in underlying attitudes, changes in how the underlying attitudes influence the support for congestion pricing, or differences in anticipated versus experienced or perceived self-interest. Instead this effect seems to be caused by a status quo acceptance, tending to increase the support for the current situation.
    Keywords: Congestion charging; Pricing acceptability; Road user attitudes
    JEL: R41 R42 R48
    Date: 2016–11–28
  4. By: Sonia Livingstone; Jasmina Byrne; Daniel Kardefelt Winther; Mariya Stoilova; UNICEF Office of Research - Innocenti
    Abstract: With children making up an estimated one third of internet users worldwide, living in the ‘digital age’ can have important implications for children’s lives. Currently, close to 80 per cent of people in Europe, North America and Australia have internet access, compared with less than 25 per cent in some parts of Africa and South Asia. The international community has recognized the importance of internet access for development, economic growth and the realization of civil rights and is actively seeking ways to ensure universal internet access to all segments of society. Children should be an important part of this process, not only because they represent a substantial percentage of internet users but also because they play an important part in shaping the internet. The internet in turn plays an important part in shaping children’s lives, culture and identities.
    Keywords: adolescents; internet; social surveys;
    Date: 2016

This nep-mkt issue is ©2016 by João Carlos Correia Leitão. 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.
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