Marketing Science articles from March 2005

Marketing Science archives from March 2005

Brand loyalty programs: are they shams?(Editorial)(Editorial)
March 22, 2005... Brand loyalty and the more modern topics of computing customer lifetime value and structuring loyalty programs remain the focal point for a remarkable number of research articles. At first, this research appears consistent with firm practices....

Narrow focusing: why the relative position of a good in its category matters more than it should.
March 22, 2005... This research examines whether a low-ranking member in a high-status category (e.g., a low-end model of a high-end brand) or a high-ranking member in a low-status category (e.g., a high-end model of a low-end brand) is favored, holding the...

The effect of explicit reference points on consumer choice and online bidding behavior.
March 22, 2005... Sellers often explicitly suggest to buyers that they compare one option to other (reference) options. Building on the notion that loss aversion is more pronounced when comparisons are explicit rather than implicit, we propose that the mere fact...

Third-party product review and firm marketing strategy.
March 22, 2005... Product reviews by third parties are growing in popularity. This paper examines when and how a manufacturing firm should adapt its marketing strategies to such reviews. For example, should a firm receiving an unfavorable review reduce its price...

Customized advertising via a common media distributor.
March 22, 2005... We show that when a single media content distributor (such as a television cable company or an Internet provider) delivers advertising messages on behalf of multiple competing brands, it can sometimes utilize customized advertising to implement...

Channel coordination in the presence of a dominant retailer.
March 22, 2005... The retail trade today is increasingly dominated by large, centrally managed "power retailers." In this paper, we develop a channel model in the presence of a dominant retailer to examine how a manufacturer can best coordinate such a channel....

The effect of standardized information on firm survival and marketing strategies.
March 22, 2005... We argue that standardized information disclosure (information using a common format and uniform metrics) creates asymmetric opportunities for firms, which affects their strategies and survival. We test our predictions using a longitudinal,...

"Counting your customers" the easy way: an alternative to the Pareto/NBD Model.
March 22, 2005... Today's managers are very interested in predicting the future purchasing patterns of their customers, which can then serve as an input into "lifetime value" calculations. Among the models that provide such capabilities, the Pareto/NBD "counting...

Dynamic models incorporating individual heterogeneity: utility evolution in conjoint analysis.
March 22, 2005... It has been shown in the behavioral decision making, marketing research, and psychometric literature that the structure underlying preferences can change during the administration of repeated measurements (e.g., conjoint analysis) and data...

Results on the standard error of the coefficient alpha index of reliability.
March 22, 2005... In this research, we investigate the behavior of Cronbach's coefficient alpha and its new standard error. We systematically analyze the effects of sample size, scale length, strength of item intercorrelations, and scale dimensionality. We...