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on Marketing |
| By: | Suppliet, Moritz |
| Abstract: | Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I exploit specific charac- teristics of market regulation in Germany to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the effect leads to more consumers of generic substitutes or to more patients in undertreated therapeutic areas, market expansion can have a positive effect on welfare. |
| Keywords: | umbrella branding; regulation; empirical io; pharmaceuticals ; marketing |
| JEL: | I3 L51 I1 M37 D22 C18 |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:tiu:tiutil:be3f3c38-5e39-4a67-af57-820c14957e0b&r=mkt |
| By: | Heidarian, Elham |
| Abstract: | Recently companies use CRM strategy to make themselves and their products different from competitors. Consumers do not access the entire information for evaluating the main purpose of company's CRM campaign, as a result, trust propensity may play an important role regarding CRM success. Since different cultures are varied in their level of trust, the study is going to show how trust propensity affects the CRM successes, tactically and strategically as the main aim of the study. The empirical study is carried out by questionnaire in Iran. Our hypotheses are tested by using correlation analysis and structural equation mode ling (SEM). The results show that consumer's trust propensity has a direct as well as an indirect effect on the tactical success of CRM (Purchase intention) while regarding strategic success (brand image), the positive relationship between trust propensity and brand image has been fully mediated by ad skepticism. Based on our results, implications for both research and practice are discussed. |
| Keywords: | trust propensity,CRM brand image,CRM purchase intention,ad skepticism |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:grewdp:062017&r=mkt |
| By: | Alexandre Skoda (Centre d'Economie de la Sorbonne) |
| Abstract: | We consider restricted games on weighted graphs associated with minimum partitions. We replace in the classical definition of Myerson restricted game the connected components of any subgraph by the subcomponents corresponding to a minimum partition. This minimum partition Pmin is induced by the deletion of the minimum weight edges. We provide five necessary conditions on the graph edge-weights to have inheritance of convexity from the underlying game to the restricted game associated with Pmin. Then, we establish that these conditions are also sufficient for a weaker condition, called F-convexity, obtained by restriction of convexity to connected subsets. Moreover, we prove that inheritance of convexity for Myerson restricted game associated with a given graph G is equivalent to inheritance of F-convexity for the Pmin-restricted game associated with a particular weighted graph G' built from G by adding a dominating vertex, and with only two different edge-weights. Then, we prove that G is cycle-complete if and only if a specific condition on adjacent cycles is satisfied on G' |
| Keywords: | communication networks; cooperative game; convex game; restricted game; partitions |
| JEL: | C71 C61 |
| Date: | 2017–08 |
| URL: | http://d.repec.org/n?u=RePEc:mse:cesdoc:17049&r=mkt |
| By: | Alexandre Skoda (UP1 - Université Panthéon-Sorbonne, CES - Centre d'économie de la Sorbonne - UP1 - Université Panthéon-Sorbonne - CNRS - Centre National de la Recherche Scientifique) |
| Abstract: | We consider restricted games on weighted graphs associated with minimum partitions. We replace in the classical definition of Myerson restricted game the connected components of any subgraph by the sub-components corresponding to a minimum partition. This minimum partition P min is induced by the deletion of the minimum weight edges. We provide five necessary conditions on the graph edge-weights to have inheritance of convexity from the underlying game to the restricted game associated with P min. Then, we establish that these conditions are also sufficient for a weaker condition, called F-convexity, obtained by restriction of convexity to connected subsets. Moreover, we prove that inheritance of convexity for Myerson restricted game associated with a given graph G is equivalent to inheritance of F-convexity for the P min-restricted game associated with a particular weighted graph G ′ built from G by adding a dominating vertex, and with only two different edge-weights. Then, we prove that G is cycle-complete if and only if a specific condition on adjacent cycles is satisfied on G ′ . |
| Keywords: | partitions,communication networks,cooperative game,convex game,restricted game |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:cesptp:halshs-01617023&r=mkt |
| By: | Francisco B. Galarza (Universidad del Pacifico); Gabriella Wong (Innovations for Poverty Action) |
| Abstract: | We conduct blind tests to examine the connection between consumer’s choices and price differentials, for two goods with different levels of observable quality, bottled spring water and toilet paper (we pose that toilet paper’s quality is more easily observable). We gave subjects two samples of those goods, with no labels for their brands, but with two different prices. Given that the samples were exactly the same, we aimed at testing whether the price differentials influenced their perceptions of quality, for a given level of quality observability. The most striking result is that quality information inferred via price differentials have significant effects on consumer choices, when such difference is relatively high and quality is not easy to observe. Moreover, in such a case, prices shape the perceptions of quality: "If it is expensive, it tastes good". In contrast, when quality is easy to observe, we find no significant relationship between price differentials and perceived quality. |
| Keywords: | Price-quality, Experimental Economics, behavioral pricing, placebo effect, consumer decision-making |
| JEL: | C91 D03 D81 D89 |
| Date: | 2017–12 |
| URL: | http://d.repec.org/n?u=RePEc:apc:wpaper:2017-106&r=mkt |
| By: | Marco Bettiol (Univeristy of Padova); Mauro Capestro (University of Padova); Eleonora Di Maria (Unviersity of Padova) |
| Abstract: | A fourth industrial revolution is occurring in the global manufacturing system related to new technological solutions enabling new forms of production inside the firms as well as new relationships between the firm and its market. Manufacturing firms need to cope with the new industrial challenges in order to sustain their competitive advantages. The paper is an exploratory study about the adoption of the Industry 4.0 new technologies by the Italian manufacturing firms, Focusing on the central role that marketing has for the firm’s decision to adopt and in terms of results achieved. Based on a survey of about 650 Italian firms specializing in Made in Italy industries, the research analyze motivations for adopting and not adopting Industry 4.0 technologies and the strategic implications of adoption. The results highlight the relevant role of customers and marketing variables in terms of motivations about the decision to invest in the new technologies and the type of technologies adopted, both in B2C and in B2B markets. Marketing and theoretical implications, in addition to some research limitations and directions for the future research are presented. |
| Date: | 2017–12 |
| URL: | http://d.repec.org/n?u=RePEc:pad:wpaper:0213&r=mkt |
| By: | Diewert, W, Erwin; Feenstra, Robert |
| Abstract: | A major challenge facing statistical agencies is the problem of adjusting price and quantity indexes for changes in the availability of commodities. This problem arises in the scanner data context as products in a commodity stratum appear and disappear in retail outlets. Hicks suggested a reservation price methodology for dealing with this problem in the context of the economic approach to index number theory. Feenstra and Hausman suggested specific methods for implementing the Hicksian approach. The present paper evaluates these approaches and suggests some alternative approaches to the estimation of reservation prices. The various approaches are implemented using some scanner data on frozen juice products that are available online. |
| Keywords: | Hicksian reservation prices, virtual prices, Laspeyres, Paasche, Fisher, Törnqvist and Sato-Vartia price indexes |
| JEL: | C33 C43 C81 D11 D60 E31 |
| Date: | 2017–12–19 |
| URL: | http://d.repec.org/n?u=RePEc:ubc:pmicro:tina_marandola-2017-12&r=mkt |
| By: | Diewert, Erwin; FOX, Kevin J. Fox; SCHREYER, Paul |
| Abstract: | Benefits of the Digital Economy are evident in everyday life, but there are significant concerns that these benefits may not be appropriately reflected in official statistics. Statistical agencies are typically unable to measure the benefits that result from introduction of such new goods and services. The measurement of the net benefits of new and disappearing products depends on what type of index the statistical agency is using to deflate final demand aggregates. We examine this measurement problem when the agency uses any standard price index formula for its deflation of the value aggregate, such as GDP. An Appendix applies the methodology to the problem of measuring the effects of product substitutions for disappearing items. |
| Keywords: | Maximum overlap indexes, Hicksian reservation prices, Laspeyres, Paasche, Fisher and Törnqvist price indexes |
| JEL: | C43 D11 D60 E01 E31 O31 O47 |
| Date: | 2017–12–14 |
| URL: | http://d.repec.org/n?u=RePEc:ubc:pmicro:erwin_diewert-2017-12&r=mkt |
| By: | Claudio Agostini (Escuela de Gobierno, Universidad Adolfo Ibáñez); Raul Lazcano; Eduardo Saavedra; Manuel Willington |
| Date: | 2016–06 |
| URL: | http://d.repec.org/n?u=RePEc:uai:wpaper:wp_051&r=mkt |