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Does the package really sell? : pilotage study
Ratajczyk, Monika - In: Economic and environmental studies : a journal for … 17 (2017) 2, pp. 399-413
Packaging is a significant marketing tool. It plays a vital role in product strategy, but also remains a tool for brand communication with a consumer. Effective packaging should encourage to buy the product, but whether consumers actually pay attention to them? The article presents the results...
Persistent link: https://www.econbiz.de/10011712232
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Private label brands vs national brands : new battle fronts and future competition
Ndlovuand, Sbonelo Gift - In: Cogent business & management 11 (2024) 1, pp. 1-13
The rising phenomenon of private label brands across the globe has given grocery retailers new areas for competition … and growth. As a result, this has spiralled competition between private label brands (PLBs) and national brands (NBs … and national brands has also seen new trajectories. The purpose was to review earlier and current competition and identify …
Persistent link: https://www.econbiz.de/10014529726
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Behavioral model of business change management in relation to building competitiveness in market economy conditions
Vrtana, David; Rosnerova, Zuzana; Križanová, Anna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 22 (2021) 2, pp. 493-503
In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers' shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes...
Persistent link: https://www.econbiz.de/10012888460
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Competitive Advertising on Brand Search : Traffic Stealing and Click Quality
Simonov, Andrey - 2020
We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...
Persistent link: https://www.econbiz.de/10012851987
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The development and impact of consumer word of mouth in new product diffusion
Luan, Y. Jackie; Neslin, Scott A. - 2009 - This draft: August 2009
We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing...
Persistent link: https://www.econbiz.de/10003930537
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The research on relationship among online game endorsement, adolescent involvement and game purchase intention
Wu, Chao-sen; Tsai, Li-fen - In: International journal of management, economics and … 2 (2013) 3, pp. 205-216
This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to...
Persistent link: https://www.econbiz.de/10009793750
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Shrinking goods
Levy, Daniel C.; Snir, Avichai - 2013 - Last revision: January 22, 2013
If producers have more information than consumers about goods' attributes, then they may use non-price (rather than price) adjustment mechanisms and, consequently, the market may reach a new equilibrium even if prices don't change. We study a situation where producers adjust the quantity per...
Persistent link: https://www.econbiz.de/10011525750
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Donations to Charity as Purchase Incentives : How Well They Work May Depend on What You are Trying to Sell
Strahilevitz, Michal Ann - 2010
This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting ‘‘practical necessities'' ( e.g., a box of laundry detergent) to their...
Persistent link: https://www.econbiz.de/10013134995
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Evidence on Internet Communication Management Strategies for Luxury Brands
Geerts, Angy - 2011
Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....
Persistent link: https://www.econbiz.de/10013123136
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An Empirical Study of Word-of-Mouth Generation and Consumption
Yang, Sha - 2012
Word-of-mouth (WOM) plays an increasingly important role today in shaping consumers' attitudes and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM. Very little attention has been paid to the consumption...
Persistent link: https://www.econbiz.de/10013100470