1 Choice experiment: Identifying “niche” versus “change-of-pace” brands Albert C. Bemmaor, December 23, 2011 March 30, 2012 October 12, 2012 The use of the “REIBST2_vaa.xls” data file is restricted to the course MKGM31203 (Q1, 2012-2013) at ESSEC Business School. “Niche” brands can be defined as brands that benefit from an abnormally high repeat rate whereas “change-of-pace” brands can be defined as brands with an abnormally low repeat rate for a given penetration level. Key notions Here
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model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand loyalty and 4) Female teenagers' athlete role model influence is more positively related to (a) product switching and complaint behavior, (b) favorable word-of-mouth behavior, and (c) brand loyalty than male teenagers. After test the hypotheses
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SARAJEVU [pic] BRAND LOYALTY GRAD PAPER CONTENTS: BRAND LOYALTY 1 CONTENTS: 2 INTRODUCTION 3 The concept and definition of Brand 4 Brand Building Activities 6 Brand Loyalty 7 The definition of Brand Loyalty 7 The concept of Brand Loyalty 10 Factors of brand loyalty 20 1.Brand awareness 21 2.Perceived quality 21 3.Brand personality 22 4.Brand identity 22 Brand equity 24 MEASURES OF BRAND LOYALTY 25
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the leading competitors. Thus competitors who want to enter the market would need to think twice before entering, as there might be a loss or a crease in operations as there would be more resources needed to promoting advertisement and increasing brand recognition in order to compete with existing rivals. Especially when Adidas is gaining on Nike by sponsoring the Europeans soccer tournament where there were eventual winners Spain (Torry 2012). Therefore, when it is harder for new competitors
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discussed below. Brand Proliferation Strategy: Incumbents have successfully launched a “brand proliferation” strategy using which every foreseeable market niche is already serviced with a specific brand. Collectively, there are about 200 + brands offered by the three leading suppliers. This approach deters new entrants because no market niches are left out for new providers to exploit. Also, the given market share of any one brand is low in a market which has such a large number of brands. This also
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“A STUDY ON WOMEN’S BUYING BEHAVIOUR AND BRAND LOYALTY TOWARDS SKINCARE PRODUCTS” 1. Name : 2.Age in Years : (Please Tick your age group) 18-20 21-25 26-30 31-35 36-40 41 and older 3.Marital Status: (Please √) Unmarried Married 4.Educational Qualification Less than SSC SSC/HSC Graduation Post Graduation 5.Occupation:
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product differences are the characteristics that make a product appeal to a large market segment. But only those characteristics that cannot be copied at low cost by competitors (“proprietary”) will be a barrier to entry. Brand identity is the extent to which buyers take the brand name into account when making purchase decisions. Capital requirements are the total cost of acquiring the plant and equipment necessary to begin operating in the industry. 1 This material is a summary drawn from Porter’s
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whether or not becoming a part of the automobile industry is a good idea. The threat of new entrants to the automobile industry is very low due to their sources of entry barriers. Already in the industry are many well established names that carry brand loyalty to many of their consumers. With economies of scale, automobile purchases are not usually affected. People will always need vehicles no matter what the economy is doing. There are many large manufacturers already and each contains many of their
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Tijdschrift voor Econoniie e n M a n a g e m e n t Vol. XLI, 4, 1996 A Review of Brand-Loyalty Measures in Marketing by M. MELLENS", M. G. DEIh;ircs. iriight ;-',ISbe easier 2 to zhoose the right decision unit (condition d). They are usualiy based on surveys, and it may be possible to get data from the decision maker rather than the puxchaser by asking questions 410 the righe individual, Finakiy, they give insight into the rnoiivations for the corrsr~mer's cinoice behaviur, and these mativations
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provider should accept valid feedbacks from consumers regularly and make sure that they satisfy the consumers. CONCLUSION The study reveals that service quality and brand image play the most important role in switching the service provider followed personal factor of a consumer. It is found that there is a relation between switching the service provider and the factors (Customer service, service problem, usage cost, etc.). After analysing the findings of the study, we suggest that cellular service
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