nep-mkt New Economics Papers
on Marketing
Issue of 2019‒01‒21
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Status of brands in children’s consumption: What letters to Santa posted on La Poste website tell us By Stéphane Ganassali
  2. Online advertising: Trends, benefits and risks for consumers By OECD
  3. Consumption experience: past, present and future By Damien Chaney; Renaud Lunardo; Rémi Mencarelli
  4. Conceptualizing ASEAN Tourism Brand: Towards A Coopetition Framework By Varintra Sirisuthikul
  5. Not All Price Endings Are Created Equal: Price Points and Asymmetric Price Rigidity By Daniel Levy

  1. By: Stéphane Ganassali (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)
    Abstract: The purpose of the research is to identify different consumption styles based on a large collection of letters to Santa written by some children and/or their families and submitted to the French Post website (La Poste). One of our main interests focuses on the presence and weight of brands and licenses in children's wish lists. We have had access to all the anonymous posts sent to Santa Claus through La Poste's website during the 2013 and 2014 Christmas holidays. We analyzed the nature of the wish lists as shown in the 43,000‐post database using several textual data analysis techniques. Extensive heterogeneity was found among children's and families' postures regarding that specific ritual. The different types of emails reflect the meaning families associate with Christmas time but also their different consumption styles or attitudes toward consumption: reasoned, educational, hedonistic, or materialistic, for example. When focusing on brands and licenses, we can also observe significant differences in the way families and children include them in their consumption decisions. Brands could have a very different weight in Christmas wish lists and their natures reflect different value transmission modes. The French market for Christmas children brands is rather stable and focuses on a few top leading global brands such as Playmobil, Barbie, or Lego. At least one of the ten leading brands is mentioned in half of evaluated Christmas wish lists. The analysis confirms that brands are very clearly gendered and associated with the children's ages. Peak time for brand desire is alleged to be reached between the age of 7 and 9. To our knowledge, our research is the first to analyze a large sample of spontaneous data to capture children's consumption styles and attitudes toward brands. Because of our classification, a first typology of parental consumption styles has also been identified.
    Keywords: Santa,children’s consumption,gifts,Consumer Generated Content,textual data analysis
    Date: 2019–01
  2. By: OECD
    Abstract: Online advertising is now the dominant form of advertising in many OECD countries, and offers businesses the ability to reach consumers in ways that could only have been imagined previously. Online advertising has the potential to benefit consumers through more relevant and timely advertising, and by funding a host of “free” online services. However, it also raises some new and complex challenges for consumers and consumer protection authorities. This report by the OECD’s Committee on Consumer Policy provides an introduction to the complex landscape that is online advertising. It outlines the potential benefits and risks for consumers, drawing on the behavioural insights literature where relevant.
    Date: 2019–01–14
  3. By: Damien Chaney (Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne); Renaud Lunardo; Rémi Mencarelli (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)
    Abstract: The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.
    Keywords: Consumption experience,Experiential marketing,Consumer experience,Marketing theory,Emotions
    Date: 2018
  4. By: Varintra Sirisuthikul (Faculty of Business Administration for Society, Srinakharinwirot University, Thailand Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)
    Abstract: Objective - This paper proposes an integrative framework in an attempt to conceptualize the branding of ASEAN tourism in a sustainable and unified approach based on the results collected from a sample of travellers visiting ASEAN destinations and tourism insights from NTOs or DMOs. Methodology/Technique - A mixed method is used to combine the quantitative and qualitative phases. A survey of travellers visiting ASEAN destinations (n=480) is conducted with a mix of Asian travellers and Western travellers, as well as 10 in-depth interviews with NTOs or DMOs to obtain tourism insights. Findings - The findings suggest that authenticity of the destination image is an integral part of ASEAN tourism. National Tourism Organizations (NTOs), Destination Marketing Organization (DMO) and other stakeholders of ASEAN tourism should adopt a coopetition framework and co-create a consistent and coherent positioning of the destination, while maintaining a competitive positioning of the nation, to achieve a sustainable brand of ASEAN tourism. Novelty - The paper highlights the needs for ASEAN NTOs and DMOs to enable coopetition for all tourism stakeholders for the promotion of the ASEAN brand. The proposed framework is seen as transformative in its ability to bring about collaborative and sustainable efforts to ultimately achieve an authentic ASEAN brand.
    Keywords: ASEAN Tourism Brand; Coopetition; Cooperation and Competition; Authenticity; NTOs; DMOs.
    JEL: M38 M38 L32
    Date: 2018–12–05
  5. By: Daniel Levy (Bar-Ilan University)
    Abstract: We document an asymmetry in the rigidity of 9-ending prices relative to non-9-ending prices. Consumers have difficulty noticing higher prices if they are 9-ending, or noticing price-increases if the new prices are 9-ending, because 9-endings are used as a signal for low prices. Price setters respond strategically to the consumer-heuristic by setting 9-ending prices more often after price-increases than after price-decreases. 9-ending prices, therefore, remain 9-ending more often after price-increases than after price-decreases, leading to asymmetric rigidity: 9-ending prices are more rigid upward than downward. These findings hold for both transaction-prices and regular-prices, and for both inflation and no-inflation periods.
    Keywords: Asymmetric Price Adjustment, Sticky/Rigid Prices, 9-Ending Prices, Psychological Prices, Price Points, Regular/Sale Prices
    JEL: E31 L16 C91 C93 D80 M31
    Date: 2019–01

This nep-mkt issue is ©2019 by Marco Novarese. 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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