Brands and Brand Equity
Consumer Misinformation and the Brand Premium: A Private Label Blind Taste TestJan 10, 2019 Bart J. Bronnenberg, Jean-Pierre Dubé, and Robert E. Sanders, 2019, 19-102-01
While many consumers say that private labels are comparable in quality to national brands, they routinely pay a price premium for the latter. This study suggests that product testing can change consumer preferences for private labels over leading national brand competitors - at least in the short term.
Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Can brand attitudes be a reliable measure of ad effectiveness? Researchers examine a unique dataset of 575 established brands from 37 industries over five years, merging weekly brand attitude survey data with weekly advertising expenditure data. Their findings offer empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
Competitive Advertising on Brand SearchNov 16, 2018 Andrey Simonov, Columbia Business School
Should a company bid on competitors' keywords in search engine advertising? Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event).
How Politics Can Influence Shopping BehaviorOct 31, 2018
Nailya Ordabayeva, Boston College
The polarized political climate is impacting the marketplace; consumers increasingly take a political stand through their actions and expect companies to do the same.
Value-Based Brand Exploitation Strategy to Grow Firm ValueOct 8, 2018 Marc Fischer, Max Backhaus, and Tobias Hornig, 2018, 18-127
This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers. With a sample of 600+ firms from 2005-2013, they find substantial across-firm and across-industry variation. Overall, earnings growth and sustainability of excess return are the most influential drivers for most firms and industries.
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