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This paper presents a method for visualizing competitive market structures based on scanner panel date where asymmetries are taken into account. For this, I combined consumer choice models based on mixed logit models with three-mode principal component analysis. This approach can be used to...
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As ethnography branches into the fields of business, marketing research, innovation and design research, anthropologists working outside academic contexts are developing a set of practices that in many ways mirror the work of academic anthropology and in other ways diverge from it. Drawing from...
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Marketing research is a complex multi-step process that requires in-depth knowledge of the object of study, the accuracy and timeliness of the results of which largely determine the successful operation of the entire enterprise. Most business failures (from loss of market share to bankruptcy)...
Persistent link: https://www.econbiz.de/10012841723
consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the … consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality … construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence …
Persistent link: https://www.econbiz.de/10012732589
Many companies collect substantial information about their interactions with their customers.Yet information about their customers' transactions with competing firms is often sparse or nonexistent. As a result, firms are often compelled to manage customer relationships from an inward view of...
Persistent link: https://www.econbiz.de/10013059228
Choi, DeSarbo and Harker (1990) have recently proposed a numerical methodology for optimal product positioning and pricing under the assumption that the incumbents react only with price changes in the short run. The current note extends this methodology to include incumbents' long-run strategy...
Persistent link: https://www.econbiz.de/10012990068
it impacts brand purchase intention in different product types and consumer groups in comparison to brand perceived value … intention in relation to brand perceived value. After defining lifestyle segments of four different product category consumers … using an AIO scale approach; the relationships through lifestyle, brand value perception and purchase intention were …
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