nep-mkt New Economics Papers
on Marketing
Issue of 2018‒03‒19
twelve papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. The Influence of Brand Equity and Green Marketing on Consumer's Decision to Purchase Honda Beat Series in Surabaya By Syaifurrizal Wijaya Putra
  2. Religious Influences on Store Loyalty Among Grocery Shoppers In Mauritius: The Mediating Role of Trust By Jackaria Nazneen Carrim
  3. Multiproduct Firms, Consumer Search, and Demand Heterogeneity By Yuta KITTAKA
  4. Gains from multinational competition for crossborder firm acquisition By Koska, Onur A.
  5. Marketing-Kommunikation für Startups By Nufer, Gerd; Halbauer, Claudia
  6. Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value By Khusnul Khotimah
  7. Corporate Social Responsibility und Marketing By Nufer, Gerd; Ellsässer, Linda
  8. Regional prices in early twentieth-century Spain: A country-product-dummy approach By Alicia Gómez-Tello; Alfonso Díez-Minguela; Julio Martínez-Galarraga; Daniel A. Tirado-Fabregat
  9. Análise dos Fatores Associados ao Consumo de Chocolates Gourmet em Goiânia By Juliana Cardoso dos Santos; Priscila Casari
  10. The Welfare Effects of Peer Entry in the Accommodation Market: The Case of Airbnb By Chiara Farronato; Andrey Fradkin
  11. Does One Size Fit All? Investigating Different Empowerment Orientations in the Heterogeneous Workforce of the Swedish Retail Sector By Weidenstedt, Linda
  12. Is there complementarity between labels and brands? Evidence from small French co-operatives By Fares, M’hand; Raza, Saqlain; Thomas, Alban

  1. By: Syaifurrizal Wijaya Putra (University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia Author-2-Name: Tatang Ary Gumanti Author-2-Workplace-Name: University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia)
    Abstract: Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a costumer's purchasing decision (Kotler and Armstrong, 2007). This study aims to test the relationship between brand equity, green marketing, and the decision to purchase certain goods. Methodology/Technique – The study uses a sample of 120 respondents, all of whom are purchasers of a Honda Beat Series vehicle, and who live in Surabaya. The data is analyzed using multiple linear regression. Findings – The study examines the purchase of the Honda Beat Series motorcycle in Surabaya City, in the East Java Province, Indonesia. East Java is regarded as a province with the highest selling rate; in 2014, the province recorded a market share of 17.1%. This study found that brand equity and green marketing both have a significant positive effect on a consumer's decision to purchase. Novelty – This study assesses the efficacy of Honda's green marketing strategy, through the use of the PGM-Fi system, which is considered to set them apart from its competitors.
    Keywords: Brand Equity; Green Marketing; Marketing; Decision to Purchase; Regression Analysis
    JEL: M30 M31
    Date: 2017–12–16
  2. By: Jackaria Nazneen Carrim (Open University Mauritius, Mauritius)
    Abstract: Objective – This paper explores the relationship between consumer religion and store loyalty, to empirically test whether this relationship can be mediated by consumer trust. This study draws its theoretical foundations from literature focused on customers interpersonal relationships with salespeople and customer trust, in particular the study by Sheth (1983) on Shopping Preference Theory. Methodology/Technique – A randomly selected sample of Mauritian grocery shoppers is used in this study. The data was collected through a telephone interview of 409 grocery shoppers. The final sample consisted of 49.4% Hindus, 17.4% Muslims and 33.2% Catholics, reflecting the religious portion of the Mauritian population. Findings – The use of regression analysis shows that religious commitment has a significant relationship with store loyalty. When trust is introduced into the model, this significant relationship becomes insignificant, demonstrating how religious commitment strongly influences trust. Research Limitations/Implications – The findings are limited to grocery shoppers in Mauritius. Generalisation of the results is achieved by broadening the context of shopping activities examined, for example, to include online shopping for durable and non-durable products. Examining a broader group of religions may also be considered. Novelty – The mediation model proposed in this study demonstrates the significance of the mediating role of trust in the relationship between consumer religious preferences and their loyalty to shops. To date, this topic has been given little attention at the retail level. These findings address the gap in the religious domain by focusing more significantly on ways to improve store loyalty through the use of trust in the retail setting, in areas where the market is highly religious.
    Keywords: Religious Affiliation; Religious Commitment; Store Loyalty; Store Trust.
    JEL: M10 Z12
    Date: 2017–12–06
  3. By: Yuta KITTAKA
    Abstract: This study constructs a sequential consumer search model with differentiated products in which some consumers search for a single product while the others search for multiple products. When the mass of consumers who demand one of the products decreases, the price for one product decreases while another price increases due to the joint-search effect, even if the products are neither complements nor substitutes. In addition, under some conditions, this decrease in demand causes an increase in each firm's profit.
    Date: 2018–03
  4. By: Koska, Onur A.
    Abstract: This study shows that when there is multinational competition for foreign acquisition, the strategic use of a consumer welfare argument in regulating foreign market entry leads to a preemptive foreign acquisition. Even under fierce competition, foreign acquisition will emerge as part of a non-cooperative equilibrium (although multinationals would have gained more had they been able to credibly commit to a cooperative equilibrium of independent foreign sales, either via greenfield investment or trade under complete liberalization) which increases local welfare by more than both the case without foreign market entry and the case with foreign market entry via independent foreign sales.
    Keywords: cross-border firm acquisitions,foreign market entry regulations,greenfield investment,trade,consumer welfare
    JEL: F23
    Date: 2018
  5. By: Nufer, Gerd; Halbauer, Claudia
    Abstract: Social Media ist in der heutigen Gesellschaft von enormer Bedeutung, weltweit gibt es rund 2,46 Mrd. Nutzer. Aufgrund dieser Tatsache nimmt auch die Bedeutung für Unternehmen, insbesondere im Bereich des Marketing, immer mehr zu. Instrumente im Social Media Marketing sind nicht nur Soziale Netzwerke wie Facebook, Instagram und Snapchat, sondern auch Blogs, Webforen, Podcasts, Bewertungsportale sowie Foto- und Videosharing-Portale wie Youtube. Social Media Marketing wird von Unternehmen überwiegend zur Steigerung der Bekanntheit, Kundenbindung, Verbesserung des Images und für den besseren Zugang zur Zielgruppe und anderen potentiellen Kunden eingesetzt. Diese Gründe stimmen mit wesentlichen Zielsetzungen bei der Gründung eines Unternehmens bzw. von jungen Unternehmen, sogenannten Startups, überein. Darüber hinaus ist Social Media Marketing ein besonders kostengünstiges Marketinginstrument mit hoher Reichweite und somit ideal für Startups, die meist nur über begrenzte finanzielle Ressourcen verfügen, geeignet. Im Rahmen dieser Arbeit werden zu Beginn einige wichtige theoretische Grundlagen zum Thema Startup und Marketing-Kommunikation betrachtet. Anschließend wird die besondere Rolle des Social Media Marketing für Startups analysiert. Vor einem abschließenden Fazit wird als Best-Practice-Beispiel das Startup Freeletics vorgestellt, um einen direkten Bezug zur Praxis herzustellen.
    Date: 2018
  6. By: Khusnul Khotimah (Department of Management, Universitas Yapis Papua, Indonesia.)
    Abstract: Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return. The survey shows an increase in total business income in 2014 by IDR 3.59 trillion, and in 2015 by IDR 3.8 trillion. However, the scheduled passenger income has decreased by 20.61%. Findings – The findings show that the ratio of promotions, tickets, and sales expenses to the total number of sales fluctuated between 2009 and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year to year. Novelty – The study shows that, without a strong communication strategy, a company may not be able to reach its full potential.
    Keywords: Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication.
    JEL: M30 M31 M41
    Date: 2017–12–14
  7. By: Nufer, Gerd; Ellsässer, Linda
    Abstract: Corporate Social Responsibility nimmt in Zeiten der Globalisierung sowie zunehmenden Umwelt- und Nachhaltigkeitsdebatten für Unternehmen als auch für Endkonsumenten eine immer wichtigere Rolle ein. Das Interesse der Gesellschaft insbesondere an ökologischem und sozialverträglichem Verhalten fordert Unternehmen zwangsläufig auf, sich mit jenen Themen innerhalb der gesamten Wertschöpfungskette zu beschäftigen und diese in das unternehmerische Denken und Handeln zu integrieren. Neben der schriftlichen Ausarbeitung und Verankerung dieser konkret definierten Verantwortungsbereiche in die Unternehmensgrundsätze müssen diese Aktivitäten letztlich an den Endkonsumenten vermarktet und kommuniziert werden, um einen Nutzen zu generieren sowie den Kauf eines Produktes zu fördern. Allerdings kann hier nur bedingt auf originäre Marketinginstrumente zurückgegriffen werden, sodass die im Rahmen der Corporate Social Responsibility definierten Verantwor-tungsbereiche Teil einer erweiterten Marketingstrategie sein müssen. Aus marketingstrategischer Sicht kann folglich eine Win-Win-Situation für alle involvierten Akteure resultieren, die eine Steigerung der Kundenzufriedenheit, eine Absatzsteigerung des Produkts sowie eine allgemeine Wohlstandssteigerung zur Folge haben könnte. [...]
    Date: 2018
  8. By: Alicia Gómez-Tello (Universitat de València, Spain); Alfonso Díez-Minguela (Universitat de València, Spain); Julio Martínez-Galarraga (Universitat de València, Spain); Daniel A. Tirado-Fabregat (Universitat de València, Spain)
    Abstract: This paper explores regional price variation in early twentieth-century Spain. Using consumer price information from the bulletins published by the Instituto de Reformas Sociales between 1910 and 1920, we build a dataset with a total of 40,581 quotes covering 22 items for each of the 49 provinces. We then estimate provincial price levels following a country-product-dummy (CPD)approach. Our preliminary findings suggest that substantial spatial price variation existed. In line with the Balassa-Samuelson conjecture, it appears that price and productivity levels were somewhat related. Nevertheless, spatial price variation prevails among the less industrialised provinces, and this calls for further research and discussion.
    Keywords: Spain, Prices, Living Standards, Economic Development
    JEL: E01 N00 N9 O11
    Date: 2018–02
  9. By: Juliana Cardoso dos Santos (FACE-UFG); Priscila Casari (FACE-UFG)
    Abstract: The aim of this study is to analyze the main factors related to the consumption of gourmet chocolate in Goiania. We used a exploratory and qualitative methodology through a questionnaire applied with gourmet chocolate consumers when they leave specialized stores. Results show that most consumers are women, young adult, with high schooling leval and average income around R$ 2,900.00. In addition, respondents reported that consumption is closely related to product differentiation and various psychological factors.
    Keywords: Chocolate, Gourmet, Consumption
    JEL: D01 D12
    Date: 2017–12
  10. By: Chiara Farronato; Andrey Fradkin
    Abstract: We study the effects of enabling peer supply through Airbnb in the accommodation industry. We present a model of competition between flexible and dedicated sellers - peer hosts and hotels - who provide differentiated products. We estimate this model using data from major US cities and quantify the welfare effects of Airbnb on travelers, hosts, and hotels. The welfare gains from Airbnb are concentrated in locations (New York) and times (New Year’s Eve) when hotels are capacity constrained. This occurs because peer hosts are responsive to market conditions, expand supply as hotels fill up, and keep hotel prices down as a result.
    JEL: D4 D6 L1 L22 L23 L85 L86
    Date: 2018–02
  11. By: Weidenstedt, Linda (The Ratio Institute and Stockholm University)
    Abstract: Empowerment research and practice is guided by the idea that empowered employees perform better due to a greater sense of self-efficacy and capability. Underlying this idea, there often seem to be two tacit, unexamined assumptions: first, that employees generally would prefer an empowered workplace to a less empowered one; and second, that all employees can be empowered by means of the same measures and changes as defined by empowerment research. The main research question asked in this study is whether those aspects typically associated with structural and psychological empowerment efforts at the workplace are indeed perceived as desirable and positive by all types of employees. Employees’ attitudes toward the success of empowerment efforts, and the relevance of such attitudes, are investigated by analyzing survey data from 268 employees in the Swedish retail sector. Results indicate that age and work intensity (part-time vs. full-time) as well as cohabitation have significant impacts on how empowerment efforts are viewed by employees in the sample.
    Keywords: empowerment; orientation to work; preferences; attitudes; retail; survey data
    JEL: J40 J50 L00 L20 M10 Y40
    Date: 2017–12–15
  12. By: Fares, M’hand; Raza, Saqlain; Thomas, Alban
    Abstract: Many quality signals—both private and public—have been used to foster the development of food quality in the agro-food markets: mainly brands and common certified labels. Previous research has typically focused on either brand or certified label efficiency independently, while in many instances both signals coexist. Agricultural products that pair brand names and certified labels—such as indications of origin—are indeed common: e.g., Roquefort cheese, Scotch whiskeys, and most of the French wines. The objective of our paper is to take into account this coexistence by empirically analyzing the complementarity and/or substitutability that may exist between labels and brands. To do so, we estimate different models of adoption and an original multinomial probit model of complementarity that we test on a database of the quality-signaling strategies from 993 small French cooperatives. Our main result shows that there is a clear interaction effect between brand and certified label signal strategies, but it is a substitution effect rather than a complementary one.
    Keywords: Complementarity; Quality signals; Multinomial probit
    Date: 2018–02

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