Subject Index
 

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

In this article Professor Andrew Ehrenberg, doyen of consumer behaviour research, reflects on 50 years of simple and innovative research that has resulted in many generalisable truths about brand buyi ...

Richard Burnham describes interaction effects and design of experiments (DOE, otherwise known as multivariable testing, MVT). Using a direct response case study, he explains how a number of variables ...

In this unusual and thought provoking article Omar Mahoud challenges some long accepted beliefs. He asks three questions: how can money be spent more wisely?; how can risks be more accurately assessed ...

The authors develop a sales model that can be used to assess cross-category price effects that are specific to individual items (stockkeeping units) from store-level sales data. The variability across ...

Corporations must adopt and assimilate new technologies to build and sustain competitive advantage. The authors suggest a theoretical framework to understand the relationships among (i) strategic resp ...

The authors focus on estimating a latent-class choice model with consumer response segments when only store-level aggregate data are available. (Other proposed methodologies require household panel da ...

The authors study the relationship between pre- and post-promotion dips in weekly store data, and store trading-area customer characteristics. Drawing on recent advances in econometric modelling, they ...

The authors take a cost-benefit analysis approach to the consumer’s decisions to boycott. Four elements were found to be predictors: the desire to make a difference, the scope for self-enhancement, co ...

In the past 10 years, a paradigm shift has occurred in the statistical analysis of marketing data. Since the early 1990s more than 50 papers on hierarchical Bayes (HB) methods have been published in t ...

The authors present an extension to the latent class model that accounts for additional heterogeneity by allowing households’ preferences to be a continuous mix of segment-level preferences. Findings ...

A brief article which explores recent and potential methodological developments from the standpoint of how an investor in the industry might prioritise techniques that would have the greatest impact o ...

Explores the concept of post-modernism and of issues relating to positioning and representing the consumer. Evaluates conflicts within post-modern research, including particular scientific claims, and ...

When people stockpile products, how do they decide when and how much they will consume? To answer this question, the authors develop a framework that shows how the salience and convenience of products ...

The importance of consistency in the marketing mix is widely regarded as a key principle. The authors focus on particular aspects of such consistency over time in the context of frequently purchased p ...

Conventional wisdom suggests that the main effect of price promotion is on brand switching (i.e.. secondary demand). Recent studies demonstrate that the primary demand expansion effect can be consider ...

The authors propose that consumer preference for firms/purchases is affected not just by prices the consumers themselves are offered but also by prices available to others. This departure from the con ...

The author attempts to study empirically the extent to which three factors affect retail prices – the effects of payments from manufacturers to the retailer other than regular promotions; the retailer ...

The authors investigate the reciprocal impact of consumer trials of successful and unsuccessful brand extensions on parent brand choice. In addition, they explore the effects of experience with the pa ...

The authors develop a set of attributional and behavioural intention scales applicable to a field sales force setting, to explore the assumption that salespeople’s attribution processes affect their e ...

The paper explores aspects of supermarket product ranges. Research undertaken with an online grocer confirmed earlier findings that reducing the number of low-selling items (stockkeeping units: SKUs) ...

Purchase loyalty and attitudinal loyalty are explored as linking variables in the chain of effects from brand trust and brand affect, to brand performance (market share and relative price). A model is ...

This paper considers how best to research small and medium-sized enterprise (SME) entrepreneurs’ decision making in the context of their own environment. An in-depth understanding of their activity is ...

Two people in a restaurant are choosing what to eat. Diner A is considering meals 1 and 2. His companion chooses meal 1 and, as result, diner A then chooses meal 2. This paper suggests two classes of ...