In the 21st century where the energy conservation, the environmental protection and sustainable issues are growing concerns, the development of electric vehicles gets more and more important especially against the background of the increasing population in the near future. Increased environmental awareness and the dependence on crude oil import require new vehicle drive technology. Many global ...

Expert blogs have become an important source from which consumers obtain information about products and brands. Consumers heed information from such blogs because they are provided by fellow consumers who are regarded as experts and yet are not restrained to speak for a particular company. Thus, expert blogs are considered more credible, and it is likely that when expert bloggers choose to writ...

Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm’s brand portfolio strategy is linked to its business performance. Using data from the American Customer Satisfaction Index and other secondary s...

Brand extension has been recognised as a strategic asset by most companies. Faced with razor-thin margin pressures, many Asian companies are seeing the eminence of extending their successful business-to-business (B2B) brands to the business-to-consumer (B2C) market. In this paper we examine the role of the perceived fi t between a parent B2B brand and its extension product. We apply the Aaker a...

Sales of a brand are determined by measures such as how many customers buy the brand, how often, and how much they also buy other brands. Scanner panel operators routinely report these ‘‘brand performance measures’’ (BPMs) to their clients. In this position paper, we consider how to understand, interpret, and use these measures. The measures are shown to follow well-established patterns. One is...

In this paper, we examine retailers’ dynamic pricing behavior in a competitive environment, using scanner data on the refrigerated orange juice category. We examine two factors that may result in lower retail prices compared to static optimum prices at categorylevel profit maximization: (i) retailers’ use of a loss leader strategy for national brands to attract more consumers, and (ii) retailer...

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...

The paper develops the idea that brand loyalty is a rational thing for a consumer to have. The reason is that a consumer’s experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful. In a brand switching model this implies that the consumer will switch brands only if there...

This paper presents the development of a new stochastic multidimensional (scaling) unfolding (Coombs 1964) methodology which operates on paired comparison consumer preference or choice data and renders a spatial representation of both consumers and the products or brands they choose. Consumers are represented as ideal points and products as points in a rdimensior al space, where the Euclidean d...