In this paper we demonstrate that the positive effects of comparative advertising are significantly diluted when a compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized advertisements (both comparative and noncomparative) alongside...

Current research has shown that consumers’ attitudes towards brand extensions is a function of brand affect, and similarity between parent and extension product categories. Research has also stressed on the importance of the brand specific association in the evaluation of the extension. We...

Research in the area of brand extensions has focused on the themes of simple affect transfer and category based affect transfer to explain attitude towards the extension. Subsequent research stresses the importance of brand-specific associations in explaining attitude and shows that...

This paper considers arms race between to rival nations and arms trade between these buyer countries and a number of producers. All the parties are completely informed, and the sellers manufacture differentiated products. It is shown that intensified competition among the producers leads the...

This paper models localized competition between firms when there is consumer lock-in or loyalty. We derive the symmetric equilibrium mixed strategy price distribution under two alternative models, and compare them to symmetric equilibrium strategies under non-localized competition. Contrary to...

Increasingly, retail outlets; be it in the large organized sector or unorganized sector, have started computerizing their point of sale (POS) transactions. This opens up opportunities for using the information towards better decision making by retailers and other actors (including manufacturers)...

Based on a recent survey of Analytics Adoption in Indian business organization, the author makes a claim that for most organizations grappling with the problem of incomplete and unorganized data, the tools of data science are mostly unhelpful in providing impactful information for decision...

The paper provides an overview of the state of the Marketing Analytics practice in India today, its contribution and its possible challenges for future growth. A diverse set of practitioners from multiple sectors of industries that use Analytics were interviewed on their opinions were collated,...

A synthesized version of Structural Equation Modelling (SEM) and its possible applications in Management problems is presented. The main contribution of the paper is its simple description of a somewhat complex statistical process for the understanding of the beginners in this domain. It acts as...

We describe the application of a nested logit function for modeling brand choice using household transaction data from the Indian market. This is unique since it is one of the first attempts to integrate disparate consumer information sources available at various levels of aggregation towards...