This study explores the role of social media in influencing consumer purchase behavior and brand loyalty. Social platforms have become powerful tools shaping decision-making processes. They give buyers admittance to tremendous measures data, item surveys, client produced content, empowering them go with informed buy choices. Furthermore, web-based entertainment forces be reckoned online network...

Marketing science seeks to prescribe better marketing strategies (advertising, product development, pricing, etc.). To do so we rely on models of consumer decisions grounded in empirical observations. Field experience suggests that recognition-based heuristics help consumers to choose which brands to consider and purchase in frequently-purchased categories, but other heuristics are more relevan...

Social Media sites provide consumers the ability to publicly create and shape the opinion about products, services and brands. Hence, timely understanding of content created in social media has become a priority for marketing departments, leading to the appearance of social media analysis applications. This article describes an approach to help users of IBM Cognos Consumer Insight, IBM’s social...

Intellectual property is every bit as important as physical property. For many corporations, intangible assets like brands and trademarks are even more valuable than tangible assets (Hopkins, 2003). For example, the Coca-Cola brand name is far more valuable than the ingredients that go into a can of Coca-Cola (Hopkins, 2003). Businesses expend a great deal of time, energy, and resources to prot...

This research introduces a new diagnostic metric to evaluate global branding strategies: image-based “brand–country fit.” The metric measures the extent to which consumers perceive a brand image as consistent with a country image. The authors conceptualize and empirically analyze the brand–country fit for more than 1000 brands and three countries using Young & Rubicam’s Brand Asset Valuator dat...

Researchers disagree about the critical drivers of success in high-tech markets and whether high-tech markets are efficient. Many authors suspect that network effects play a big role leading to perverse markets in which the dominant brands do not have the best quality. At the same time, few researchers assert that high-tech markets are efficient with best quality brands dominating. We develop a...

While advertisers increase spending on marketing campaigns, little is known about its effectiveness for the firm and for its competitors. In this study, we explore consumer responses to TV advertising of the 2010 Superbowl show. We investigate how peer exposure to brands affects word-of-mouth generation for the brand and its competitors using a unique datasets with 1.3 million users’ activities...

In this paper, we describe our Brand Association MapTM (BAM) tool which maps and visualizes the way consumers naturally think and talk about brands across billions of unaided conversations online. BAM is a semi-supervised tool that leverages text-mining algorithms to identify key correlated phrases, terms and issues out of millions of candidate terms which were derived from billions of online c...

In a bid to explore the use of an empirical-based model to explain regular gaming purchases, this study applies the Duplication of Purchase Law to gaming. Developed from empirical-based marketing theory and observed in many consumer brands, the Duplication of Purchase Law states that the dominant factor of purchase duplication between two brands is their market share. Using data obtained from t...

Social tags are user-defined keywords associated with online content that reflect consumers’ perceptions of various objects, including products and brands. This research presents a new approach for harvesting rich, qualitative information on brands from user-generated social tags. The authors first compare their proposed approach with conventional techniques such as brand concept maps and text ...