nep-mkt New Economics Papers
on Marketing
Issue of 2017‒04‒09
ten papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Essays on Consumer Welfare By Lin, P.
  2. Effects of co-creation in a tourism destination brand image through twitter By Revilla Hernández, Mercedes; Santana Talavera, Agustín; Parra López, Eduardo
  3. Global Kids Online research toolkit: qualitative guide By Jasmina Byrne; Daniel Kardefelt-Winther; Sonia Livingstone; Mariya Stoilova
  4. Standard retail brand equity: antecedents and sustainable developments By Magali Jara; Jean-Marc Ferrandi
  5. A Threshold Model for Discontinuous Preference Change and Satiation By Nobuhiko Terui; Shohei Hasegawa; Greg M. Allenby
  6. Can Television Reduce Xenophobia? The Case of East Germany By Lars Hornuf; Marc Oliver Rieger
  7. A framework for researching Global Kids Online: understanding children’s well-being and rights in the digital age By Sonia Livingstone
  8. Homing choice and platform pricing strategy By Shekhar, Shiva
  9. Social Media and the Diffusion of an Information Technology Product By Yinxing Li; Nobuhiko Terui
  10. The Effect of Sales-Tax Holidays on Consumer Spending By Aditya Aladangady; Shifrah Aron-Dine; Wendy E. Dunn; Laura Feiveson; Paul Lengermann; Claudia R. Sahm

  1. By: Lin, P. (Tilburg University, School of Economics and Management)
    Abstract: The fast-changing retail industry (with its numerous new product developments and new marketing channels) has policy makers worried about possible detrimental effects of these changes for consumer welfare. Despite the interest of policy makers, only few marketing studies have considered the impact of retailing on consumer welfare. This dissertation contributes to the consumer welfare research from a marketing/retailing perspective. In contrast to the marketing literature, where consumer welfare is a relatively understudied topic, the economics literature has long considered consumer welfare effects. The large majority of the economic literature examines changes in consumer welfare through a price effect. If an ‘event’ leads to lower prices for consumers, this event is considered to be welfare enhancing, as consumers’ purchasing power (or spending ability) goes up. Higher prices, on the other hand, are welfare destroying. However, consumer welfare is not just about lower prices. Consumers also benefit from having a variety of choices. There is value in having a range of options to choose from. Both the price component and the variety component of consumer welfare are addressed in the three empirical essays that make up this dissertation.
    Date: 2017
  2. By: Revilla Hernández, Mercedes; Santana Talavera, Agustín; Parra López, Eduardo
    Abstract: The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.
    Keywords: Co-creation of brand image, user generated content, social networking, projected image, branding online
    JEL: L83 M1 M31 O1
    Date: 2016–06–12
  3. By: Jasmina Byrne; Daniel Kardefelt-Winther; Sonia Livingstone; Mariya Stoilova
    Abstract: The qualitative toolkit comprises the research instruments that will help you design, carry out, and analyse the qualitative research on children’s online risks and opportunities. These are designed in a way that allows covering the key topics identified by Global Kids Online, as well as remaining flexible and following up on issues that children raise.
    JEL: L91 L96
    Date: 2016–11
  4. By: Magali Jara (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes); Jean-Marc Ferrandi (LARGECIA - ONIRIS - Ecole Nationale Vétérinaire Agroalimentaire et de l'Alimentation Nantes Atlantique, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes)
    Abstract: This research extends findings on the retail brand equity in measuring the impact of its antecedents on the loyalty to the brand and to the store. This article raises questions about the sustainable created value by standard retail brands mostly oriented to functional components. The retail branding policy and store formats moderate results. This research adopts a PLS-Path modeling to test the retail brand equity model and its variations and then to provide a synthetic calculation of the retail brand equity. Results show that the standard retail brand equity leads to the loyalty to the brand and to the store. It varies according to: 1) the store brand policy (store’s own-named) appears to be a winning option maximizing the loyalty; 2) the “popular store” format - combining supermarket and department store - reinforces the sustainable relationship with customers because of the high level of service. By calculating scores, Carrefour brand maximizes the relationships within the model.
    Keywords: Retail brand equity,loyalty,retail branding policies,retailer positioning
    Date: 2017–02–10
  5. By: Nobuhiko Terui; Shohei Hasegawa; Greg M. Allenby
    Abstract: We develop a structural model of horizontal and temporal variety seeking using an dynamic factor model that relates attribute satiation to brand preferences. The factor model employs a threshold specification that triggers preference changes when customer satiation exceeds an admissible level but does not change otherwise. The factor model can be applied to high dimensional switching data often encountered when multiple brands are purchased across multiple time periods. The model is applied to two panel datasets, an experimental field study and a traditional scanner panel dataset, where we find large improvements in model fit that reflect distinct shifts in consumer preferences over time. The model can identify the product attributes responsible for satiation, and can be used to produce a dynamic joint space map that displays brand positions and temporal changes in consumer preferences over time.
    Date: 2015–10
  6. By: Lars Hornuf; Marc Oliver Rieger
    Abstract: Can television have a mitigating effect on xenophobia? To examine this question, we exploit the fact that individuals in some areas of East Germany – due to their geographic location – could not receive West German television until 1989. We conjecture that individuals who received West German television were exposed more frequently to foreigners and thus have developed less xenophobia than people who were not exposed to those programs. Our results show that regions that could receive West German television were less likely to vote for right-wing parties during the national elections from 1998 to 2013. Only recently, the same regions were also more likely to vote for left-wing parties. Moreover, while counties that hosted more foreigners in 1989 were also more likely to vote for right-wing parties in most elections, we find counties that recently hosted more foreign visitors showed less xenophobia, which is in line with intergroup contact theory.
    Keywords: Mass media, Television, Xenophobia, Attitudes towards foreigners, East Germany, Natural experiment
    JEL: D72 L82 P30
    Date: 2017
  7. By: Sonia Livingstone
    Abstract: This guide introduces the Global Kids Online research framework. It is recommended that this guide is read carefully to understand the aims, structure and contribution of the Global Kids Online project, toolkit, and emerging findings. The guide begins by identifying the global research challenge of researching children’s internet and mobile use as more children go online around the world. A review of available statistics and research literature shows that the evidence based to date is uneven, with many gaps that urgently need to be filled. This is vital if stakeholders are to base their policy and practice on robust evidence regarding the online risks and opportunities as well as outcomes for children’s wellbeing and rights. The guide highlights the overarching research questions and defines the main terms used throughout Global Kids Online. It then provides a step-by-step rationale for the Global Kids Online model, showing how individual, social and country levels of explanation all contribute to analysing and measuring the influences on children’s rights in the digital age. This effort poses a number of challenges for researchers, and these are identified and best practice solutions suggested.
    JEL: L91 L96
    Date: 2016–11
  8. By: Shekhar, Shiva
    Abstract: We compare a discriminatory pricing regime with a non-discriminatory regime in a competitive bottleneck model where content providers endogenously sort into single or multi-homers. We find that consumer prices rise when the share of single-homers increases in the non-discriminatory case, while they stay constant in the discriminatory pricing regime. A discriminatory pricing regime leads to higher platform profits than the non-discriminatory regime when the share of single-homers are relatively high. When the share of single-homers is relatively high (low), the discriminatory pricing regime leads to higher (lower) consumer surplus and social welfare when compared with the non-discriminatory regime.
    Keywords: price discrimination,two-sided markets,platforms,platform competition,network effects
    JEL: D43 L14 L82 L13
    Date: 2017
  9. By: Yinxing Li; Nobuhiko Terui
    Abstract: The expansion of the Internet has led to a huge amount of information posted by consumers online through social media platforms such as forums, blogs, and product reviews. These text data are useful especially when numeric sales data are not enough, as is typically the case with new product diffusion. This study proposes a diffusion model that accommodates pre-launch social media information and combines it with post-launch sales information in the Bass model to improve the accuracy of sales forecasts. The model is characterized as the extended Bass model, with time varying parameters whose evolutions are affected by the consumer's communications in social media. Specifically, we first extract information from social media to build variables, such as the number of positive and negative comments, and also latent topics. These data are fed as key parameters in the diffusion model's evolution process for the purpose of plugging the gap between the time-invariant key parameter model and that of observed sales. We examine several models using text analysis techniques, e.g., sentiment analysis for counting numbers of positive and negative comments and topic analysis by topic model to extract relevant topics. These results are then compared with the conventional Bass model using only post-launch sales data. An empirical study of the first-generation iPhone during 2006 and 2007 shows that the model using additional variables extracted from sentiment and topic analysis on BBS performs best based on several criteria, including DIC (Deviance Information Criteria), marginal likelihood, and forecasting errors of holdout samples. We discuss the role of social media information in the diffusion process for this study.
    Date: 2016–08
  10. By: Aditya Aladangady; Shifrah Aron-Dine; Wendy E. Dunn; Laura Feiveson; Paul Lengermann; Claudia R. Sahm
    Abstract: Over the past decade, many U.S. states have enacted policies that temporarily exempt consumer purchases of certain goods from state sales taxes. In this note, we investigate whether the pre-announced sales-tax holidays noticeably alter the spending behavior of consumers. Specifically, we investigate whether there are shifts in the level and/or composition of consumer spending before, during, and after these sales-tax holidays.
    Date: 2017–03–24

This nep-mkt issue is ©2017 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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