- isn = "00222437"
- Artículo:
New Empirical Generalizations on the Determinants of Price Elasticity
- Autor:
Tammo H. A. Bijmolt
Harald J. Van Heerde
Rik G. M. Pieters
- Resumen:
The importance of pricing decisions for firms has fueled an extensive stream of research on price elasticities. In an influential meta-analytical study, Tellis (1988) summarized price elasticity research findings until 1986
- Página:
141
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 252582
- Actualizado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Creado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Enlace directo
- Artículo:
The Influence of Consumer Distractions on the Effectiveness of Food-Sampling Programs
- Autor:
Stephen M. Nowlis
Baba Shiv
- Resumen:
Sampling programs are a significant element of the promotions mix, particularly in the food category. In this research, the authors find that the degree to which consumers are distracted while sampling a product can influence the effectiveness of such programs
- Página:
157
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 252583
- Actualizado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Creado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Enlace directo
- Artículo:
Recovering Stockkeeping-Unit-Level Preferences and Response Sensitivities from Market Share Models Estimated on Item Aggregates
- Autor:
David R. Bell
André Bonfrer
Pradeep K. Chintagunta
- Resumen:
The authors distinguish an attribute-level model, in which the unit of analysis is the market share for an alternative created by aggregation (e.g., Colgate toothpaste), from a truly disaggregate SKU-level model, and they establish an analytical relationship between parameters that they obtain from the two models
- Página:
169
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 252584
- Actualizado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Creado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Enlace directo
- Artículo:
Brand Counterextensions: The Impact of Brand Extension Success Versus Failure
- Autor:
Piyush Kumar
- Resumen:
The author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counter-extensions
- Página:
183
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 252585
- Actualizado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Creado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Enlace directo
- Artículo:
Modeling Preferences for Common Attributes in Multicategory Brand Choice
- Autor:
Vishal P.Singh
Karsten T. Hansen
Sachin Gupta
- Resumen:
The authors propose a multicategory brand choice model based on the conceptualization that the intrinsic utility for a brand is a function of underlying attributes, some of which are common across categories
- Página:
195
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
2
- Periodo:
May 2005
- ISSN:
00222437
- SrcID:
00222437-2005-02.txt
- Documento número 252586
- Actualizado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Creado el martes, 23 de mayo de 2017 03:53:18 p. m.
- Enlace directo
