Cause-brand alliance: Does the cause help the brand or does the brand help the cause?

Article Abstract:

An experiment conducted evaluates changes in attitude for both the cause and the brand as a consequence of the cause-brand alliance (CBA) using familiarity of the cause as a moderator. The results suggest that managers of unfamiliar causes rather than familiar causes might have a greater vested interest in forming a CBA, and brand managers are beneficiaries of the partnership.

United States, Product management

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An aggregate contextual choice model for estimating demand for new products from a laboratory choice experiment

Article Abstract:

The aggregate contextual choice model is a context-sensitive version of the individual level generalization of the Luce constant utility model. It is used for estimating demand in choice experiments. Using multinomial and logistic-normal error theories show that it is favored over the Luce model and that it produces least-squares similar to maximum likelihood estimates.

Psychological aspects, Consumer preferences, New products, Product introduction, Context effects (Psychology)

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