Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand and transfer product are the main and most influential...

Our research examines the hypothesis that products chosen on a shopping trip to a supermarket indicate the preference interdependencies of consumers between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. This function...

Principalement sous forme de bannières, la communication sur Internet offre des possibilités de communication attractives mais ne représente encore qu’une très faible partie des investissements publicitaires tous média considérés. La mesure de l’audience et sa qualification sont...

Le lot virtuel est une offre promotionnelle qui conditionne l'obtention d'une gratuité ou d'une réduction à l'achat simultané d'un nombre déterminé d'unités de produits présentées séparément. Technique promotionnelle présentant de nombreux avantages pour les distributeurs comme pour...

Un prix multidimensionnel comporte plusieurs éléments que le client doit recomposer pour obtenir le prix à payer. L’annonce d’un prix multidimensionnel se contente souvent de mettre en évidence une seule des dimensions car cette présentation conduit le consommateur à percevoir un prix...

L'article étudie l'effet de signal d'une promotion par réduction de prix, c'est-à-dire l'effet de la simple communication de la promotion. Un modèle d'utilité individuelle sur des données empiriques de type Gabor et Granger met en évidence que le simple ajout de la mention de "promotion"...

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

In operational terms (cost, implementation), a virtual 3D laboratory store offers an attractive alternative to a physical laboratory store for testing in store marketing initiatives (packaging, price or other). This study compares controlled sample shopper behaviours for a consumer good and...