This paper presents an empirical examination of the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), as well as the role of marketing in this relationship. We examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition ra...

Department of Veterans Affairs (VA) audiologists were surveyed regarding their perceptions and evaluations of hearing aid (HA) brands on seven factors previously published in peer-reviewed research as important to the HA brand preference decision of audiologists. One of the seven factors formed a distinct dimension of brand differentiation based on Contract Pricing (dimension 1). Brand percepti...

OBJECTIVES US consumers spend more than $20 billion/year on over-the-counter (OTC) drugs. Although generic and brand name OTC drugs share the same active ingredients and undergo the same rigorous Food and Drug Administration approval process, brand name formulations continue to lead the OTC drug market with a higher market share. There is a limited amount of publicly available information regar...

This study assessed whether subliminal priming of a brand name of a drink can affect people's choices for the primed brand, and whether this effect is moderated by personality traits. Participants with different levels of sensation seeking were presented subliminally with the words Red Bull or Lde Ublr. Results revealed that being exposed to Red Bull lead on average to small increases in partic...

According to previous studies of online consumer behaviour, three factors are the most influential on purchasing behavior brand, colour and position of the product on the screen. However, a simultaneous influence of these three factors on the consumer decision making process has not been investigated previously. In this particular work we aim to execute a comprehensive study of the influence of...

This article examines how confirmatory reasoning moderates the impact of attractive and unattractive common features on consumer preferences. Building on the existing research on confirmatory information processing and the motivated reasoning framework, I propose that consumers evaluate common features in a way that supports their already established preferences. In a series of three studies, I...

We develop a brand choice model with learning based on the Kalman filter methodology. The model enables us to separate the effects of contemporaneous marketing promotions from the impact of the perceived quality valuation accrued through product usage over time. We estimate the model and allow for idiosyncratic consumer learning and preferences. The results point to the presence of consumer het...

In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework which is then calibrated on scanner panel data. At the same time it is now accepted wisdom that disentangling preference heterogeneity and state dependence is critical in any attempt to un...