Consumer evaluations of brand extensions: further empirical results

Article Abstract:

A study was conducted to provide further empirical bases for the study of brand extensions. Results show that consumers accept a brand extension more when perceived brand quality is high, a fit between product categories is observed and the extension falls in a range which is difficult to make. However, these results need to be substantiated by more research before inclusion in marketing strategy.

Product management, Brand choice

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Do managers overreact to each others' promotional activity? Further empirical evidence

Article Abstract:

Testing of the results of the work of Leeflang and Wittink on the behavior of managers in the face of promotional efforts by competitors further bolsters the observation that there exists the tendency to either over- or underreact. This behavioral response is caused by the existence of less-than-perfect information on consumer behavior. It, thus, negates the theory of competitive equilibrium.

Sales Promotion, Competition (Economics), Sales promotions

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Building models for marketing decisions: improving empirical procedures

Article Abstract:

A new study of marketing science literature seeks to discover whether the subject is attending to its empirical foundations.

Market Research, Criticism and interpretation, Marketing research

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