Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a variety of mechanisms, e.g., reduced price sensitivity, higher...

The increasing share of store brands in the grocery industry has been cited as a key factor in improving the position and performance of retailers relative to national brand manufacturers. This paper uses data from two major retail chains to examine whether and how high store brand share affects...

This paper jointly examines how consumers' perceptions drive their usage of store brands and deals for national brands. We find that both behaviors are influenced by economic as well as hedonic factors. Among hedonic factors, peer approval plays an important role in determining both behaviors....

The increasing share of store brands in the grocery industry has been cited as a key factor in improving the position and performance of retailers relative to national brand manufacturers. This paper uses data from two major retail chains to examine whether and how high store brand share affects...

We examine customer acquisition under budget constraints. Marketers often compare customer lifetime value (CLV) with acquisition spending to project returns but such simple marketing return on investment (SMROI) metrics are biased wherever retention spending occurs. Omitting retention...

In this note, the authors use the familiar game of Monopoly to illustrate the new economy phenomena of network effects, increasing returns, positive feedback, and bifurcation points in complex systems. They argue that the "new economy" is not really so new if it shares so many characteristics...

This research uses P&G's value pricing initiative as a context for testing the ability of a normative economic model to predict competitor and retailer response. We first estimate the response parameters of a demand function for each brand from the period before value pricing was initiated. We...