- importsource = "00222437-2005-04.txt"
- Artículo:
Decomposing the Promotional Revenue Bump for Loyalty Program Members Versus Nonmembers
- Autor:
Harald J. Van Heerde
Tammo H. A. Bijmolt
- Resumen:
Loyalty programs lead to a natural split of a firm's customer base into members and nonmembers. To manage both groups effectively, it is essential to know how marketing activities, such as promotions, affect both groups' contributions to revenues. The authors model each group's contribution as the number of daily buyers times their average expenditures. The model also includes the number of nonbuyers because they may return as customers. Moreover, nonbuyers may influence the expenditures of other customers through crowding effects, and they use personnel time
- Página:
443
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
4
- Periodo:
November 2005
- ISSN:
00222437
- SrcID:
00222437-2005-04.txt
- Documento número 1145233
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Two Roads to Updating Brand Personality Impressions: Trait Versus Evaluative Inferencing
- Autor:
Gita Venkataramani Johar
Jaideep Sengupta
Jennifer L. Aaker
- Resumen:
This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information
- Página:
470
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
4
- Periodo:
November 2005
- ISSN:
00222437
- SrcID:
00222437-2005-04.txt
- Documento número 1145234
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
An Integrated Model for Bidding Behavior in Internet Auctions: Whether, Who, When, and How Much
- Autor:
Eric T. Young-Hoon ParkBradlow
- Resumen:
The authors develop a general parametric modeling framework for bidding behavior in Internet auctions. Toward this end, they incorporate four key components of the bidding process under their framework: whether people bid on an auction, (if so) who bids, when they bid, and how much they bid over the entire sequence of bids in an auction. This integrated framework is based on a single, latent, time-varying construct of consumer willingness to bid, which bidders have and update for a particular auction item over the course of the auction duration
- Página:
470
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
4
- Periodo:
November 2005
- ISSN:
00222437
- SrcID:
00222437-2005-04.txt
- Documento número 1145235
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Probabilistic Subset-Conjunctive Models for Heterogeneous Consumers
- Autor:
Kamel Jedidi
Rajeev Kohli
- Resumen:
The authors propose two generalizations of conjunctive and disjunctive screening rules. First, they relax the requirement that an acceptable alternative must be satisfactory on one criterion (disjunctive) or on all criteria (conjunctive). Second, they relax the assumption that consumers make deterministic judgments when evaluating alternatives. They combine the two generalizations into a probabilistic subset-conjunctive rule, which allows consumers to use any number or subset of decision criteria when screening alternatives and permits them to be uncertain about the acceptability of attribute levels
- Página:
483
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
4
- Periodo:
November 2005
- ISSN:
00222437
- SrcID:
00222437-2005-04.txt
- Documento número 1145236
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo
- Artículo:
Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations
- Autor:
Catherine W. M. Yeung
Robert S. Wyer Jr.
- Resumen:
Three studies examine the influence of brand-elicited affect on consumers' evaluations of brand extensions. When a brand spontaneously elicits affective reactions, consumers appear to form an initial impression of the brand's new extension based on these reactions. The affect that they experience for other reasons and attribute to the brand can influence this impression as well. Their later evaluations of the extension are then based on this impression. This is true regardless of the similarity between the extension and the core brand
- Página:
495
- Publicación:
Journal of Marketing Research
- Volúmen:
42
- Número:
4
- Periodo:
November 2005
- ISSN:
00222437
- SrcID:
00222437-2005-04.txt
- Documento número 1145237
- Actualizado el martes, 10 de julio de 2018 11:26:05 a. m.
- Creado el martes, 10 de julio de 2018 11:26:05 a. m.
- Enlace directo