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on Marketing |
| By: | Natalia A. Kochkina (National Research University Higher School of Economics); Olga V. Novikova (National Research University Higher School of Economics); Dmitriy B. Potapov (National Research University Higher School of Economics) |
| Abstract: | This paper investigates how different marketing variables (advertising, sales promotion and product assortment) affect brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate store-level scanner data. Then we use these estimates as the dependent variable to study the impact of different marketing instruments. This paper contributes to the field basically in two ways: we measured brand equity of heterogeneous product taking into account its variety both on choice modeling stage and brand equity drivers estimation stage; we have got quite precise estimates because were able to exploit very detailed data about choices and marketing instruments. Our research reveals that share of voice of TV commercials affects brand equity positively and promotion intensity – negatively. Expanding product assortment, companies may enlarge brand equity by increasing the number of SKUs in large-format stores. |
| Keywords: | brand equity, scanner data, marketing-mix instruments, product assortment |
| JEL: | L81 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:hig:wpaper:26man2014&r=mkt |
| By: | Bhan, Aditya; Kabiraj, Tarun |
| Abstract: | We consider an interaction of competing firms in an integrated world market and study their R&D incentives under each of product patent and process patent regimes. We follow a framework generally observed in the drug industry. We show that product patent regime leads to a larger R&D investment. Consumers may also benefit from product patenting. However, if the number of goods is large enough, the choice of patent regime loses significance with respect to R&D incentives. |
| Keywords: | Innovation; process patenting; product patenting; drug industry |
| JEL: | F23 L13 O34 |
| Date: | 2014–12–15 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:61030&r=mkt |
| By: | Yuriy Gorodnichenko; Viacheslav Sheremirov; Oleksandr Talavera |
| Abstract: | Using a unique dataset of daily U.S. and U.K. price listings and the associated number of clicks for precisely defined goods from a major shopping platform, we shed new light on how prices are set in online markets, which have a number of special properties such as low search costs, low costs of monitoring competitors' prices, and low costs of nominal price adjustment. We document that although online prices are more flexible than offline prices, they continue to exhibit relatively long spells of fixed prices, large size and low synchronization of price changes, considerable cross-sectional dispersion, and low sensitivity to predictable or unanticipated changes in demand conditions. Qualitatively these patterns are similar to those observed for offline prices, which calls for more research on the sources of price rigidities and dispersion. |
| JEL: | E3 |
| Date: | 2014–12 |
| URL: | http://d.repec.org/n?u=RePEc:nbr:nberwo:20819&r=mkt |
| By: | Adam Dunn Leslie Foster |
| Abstract: | This is the second brief in a series about the first year of California’s Health-e-App Public Access (HeA PA) self-service, public health benefits enrollment system, following its introduction in December 2010. It describes HeA PA applicants and their experiences with the tool. Findings suggest that tools like HeA PA are a good option for people who have convenient access to high-speed internet service and do not need extensive in-person help when applying for coverage. |
| Keywords: | Health-e-App Public Access Children's Health Care Coverage California Health |
| JEL: | I |
| Date: | 2013–02–28 |
| URL: | http://d.repec.org/n?u=RePEc:mpr:mprres:dfa35680329e4e0a84e2cba1ab9f4686&r=mkt |
| By: | Ciapanna, Emanuela; Rondinelli, Concetta |
| Abstract: | We investigate the empirical relationship between product market competition and prices in the retail grocery sector in the euro area. The study uses micro-data from ACNielsen on chain stores' census characteristics and price levels for a broad variety of products. We construct Herfindahl-Hirschman indices of concentration at different levels of market aggregation (buying group and parent company) to investigate their effects on prices. The analysis confirms the inverse relation between downstream market competition among retailers and price levels for most of the reference products. Though less conclusive in terms of statistical significance, the proposed estimates also point to a welfare enhancing role of buying groups. Our results indicate that buying groups provide a balancing mechanism between retailers' and producers' bargaining power, in support of the countervailing power hypothesis. JEL Classification: L1, L4, L8, E31 |
| Keywords: | buying group, market concentration, parent company, price levels, regional Herfindahl-Hirschman indices |
| Date: | 2014–12 |
| URL: | http://d.repec.org/n?u=RePEc:ecb:ecbwps:20141744&r=mkt |
| By: | Mariia I. Okuneva (National Research University Higher School of Economics); Dmitriy B. Potapov (National Research University Higher School of Economics) |
| Abstract: | The present paper focuses on the concepts of motivations and fun in online games. The ultimate goal of our research is to understand consumer behaviour toward an online games extending Yee’s model of motivations (Yee, 2006). We investigate relationships between fun, motivations, continued intention to play and such characteristics of players as age and rank. Moreover, we examine if the relationships are different depending on user characteristics (experience, donation). Our calculations are based on statistical procedures (structural equation modeling) for players of one particular game “Tanki Online”. |
| Keywords: | MMOG, motivation, fun, flow state, SEM. |
| JEL: | A12 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:hig:wpaper:25man2014&r=mkt |
| By: | Sunyna S. Williams Sloane L. Frost |
| Abstract: | We conducted a survey to examine differences among health-related decision-making consumer segments with regard to knowledge, skills, attitudes, and behaviors pertinent to comparative effectiveness research (CER). Four consumer segments that were defined based on levels of skills and motivation varied with regard to opinions and behaviors. Effective translation and dissemination of CER will require the development of approaches tailored to different consumer segments. |
| Keywords: | consumer engagement, consumer segments, decision-making motivation, decision-making skills, healthcare decision-making |
| JEL: | I |
| Date: | 2014–12–30 |
| URL: | http://d.repec.org/n?u=RePEc:mpr:mprres:5a58e27a55b44b10b3d729448999756a&r=mkt |
| By: | Ann E. Person; Scott E. Baumgartner; Kristin Hallgren; Betsy Santos |
| Abstract: | This report presents findings from a targeted document review and expert interviews conducted as part of the Student Segmentation Initiative, which was funded by the Bill & Melinda Gates Foundation’s Postsecondary Success strategy. The review addresses three questions relevant to the initiative: (1) What instruments and measures are available to assess postsecondary students’ noncognitive attributes? (2) To what extent are these instruments used to classify or segment student populations? (3) How have institutions used these instruments and classification systems to improve student success? |
| Keywords: | postsecondary education, noncognitive measurement, college success |
| JEL: | I |
| Date: | 2014–09–05 |
| URL: | http://d.repec.org/n?u=RePEc:mpr:mprres:7900ac133ee64dfca00029a3af16a039&r=mkt |
| By: | Adam Dunn; Dana Petersen; Leslie Foster |
| Abstract: | This brief presents the views of certified application assistants on barriers to the use of California's Health-e-App Public Access, a self-service online enrollment system for Healthy Families and Medicaid, and the potential role they could play in raising awareness of the system. |
| Keywords: | Health-e-app, Children's Health Care Coverage, California, HeA PA |
| JEL: | I |
| Date: | 2013–07–30 |
| URL: | http://d.repec.org/n?u=RePEc:mpr:mprres:0d4b3ec8db594dfcb1b13e92167815dd&r=mkt |