Marketers often analyze multinomial choice from a set of branded products to learn about demand. Given a set of brands to study, we analyze three reasons why choices from strict subsets of the brands can contain more statistical information about demand than choices from all the brands in the study: First, making choices from smaller subsets is easier, so it is possible to use more choice-tasks...

INTRODUCTION E-cigarettes are largely unregulated and internet sales are substantial. This study examines how the online market for e-cigarettes has changed over time: in product design and in marketing messages appearing on websites. METHODS Comprehensive internet searches of English-language websites from May-August 2012 and December 2013-January 2014 identified brands, models, flavours, ni...

In recent years, a synergy has emerged between the social and biological sciences, in efforts to gain a deeper understanding of human cognition and behavior. A longtime common view among social scientists had been that social and behavioral processes could be studied in relative isolation from the brain (and, more generally, the body), and consequently from the evolution or genetics that forged...

Despite widespread recognition and application of the relationship marketing principle, little empirical work has been done in terms of adopting the relational metaphor at the consumer-brand level. A notable exception is a study by Fournier (1998) in the context of consumer goods. To our knowledge, however, no research has been conducted based on relationship marketing at the consumer-brand lev...

Companies have recognized the relevance of brand personality in shaping consumer behavior and thus necessarily incorporate it in their brand management strategies. Previous research has suggested that brand personality increases consumer preference and usage. Given the potential utility of brand personality for marketers, this paper reviews and analyses the relevant research and thereby identif...

Marketing literature has long recognized that price response need not be monotonic and symmetric, but has yet to provide generalizable market-level insights on reference price type, asymmetric thresholds and sign and magnitude of elasticity transitions. In this paper, we introduce smooth transition models to study reference-based price response across 25 fast moving consumer good categories. Ou...

Goal: this study aims to explore the existent theoretical concepts that may explain behavioural response of consumers in relation various cross-categorical fast-moving consumer goods brands constitute brand portfolios international FMCG corporations. Namely, these include halo error, foreign-local bias, country-of-origin effects. The research grasps if changes attitude exist when it comes misid...