tag:blogger.com,1999:blog-56779846272748676632011-11-27T16:05:13.939-08:00Learnings from academic marketingBrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.comBlogger91100tag:blogger.com,1999:blog-5677984627274867663.post-16743473483877018302009-08-13T14:20:00.000-07:002009-08-13T14:29:29.343-07:00

Inman et al have tested the relationship between product category, consumer, consumer activities, in-store stimuli and purchase rationality. To drive unplanned purchases, they conclude:Expose the consumer to as many categories, in-store displays. and aisles as possible – this can be done by placing destination categories (such as milk) in strategic locationsMaximize time spent in store by making

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-84988145625383674232009-07-28T14:00:00.000-07:002009-07-28T14:42:10.632-07:00

Marketers are constantly struggling with the fact that ROI of marketing activities is difficult to track. Seggie et al have evaluated 6 types of metrics common in market academia on 7 dimensions that are relevant for determining ROI and its source.The assessment shows that customer equity is a promising candidate for most valuable metric, being able to cover 5 of the 7 dimensions. A system for

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-38738213926271141752009-07-16T06:59:00.000-07:002009-07-16T07:42:16.209-07:00

Morgan and Rego have studied how different brand portfolio characteristics influence the firm’s financial performance. Three dependent variables were used in the analysis*.5 actions to maximize firm’s financial performance, ordered by relevance**:Market portfolio to a limited number of consumer segments (demographical)Optimize portfolio for high perceived qualityOptimize portfolio for low

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-74199124291512819982009-07-15T02:59:00.000-07:002009-07-16T07:46:25.305-07:00

A book recommendation from BrandLens is BrandSimple: How the Best Brands Keep it Simple and Succeed. It is an inspiring book with guidelines for anyone who wants to develop the next great brand idea. Most of the key points in it are covered in a summary at Squeezed Books, but the book comes with many examples, so consider a purchase.BrandSimple summarySqueezed BooksNote: Squeezed Books is "a

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-76391738040748129742009-07-13T11:17:00.000-07:002009-07-13T11:25:08.856-07:00

Journal of Marketing Education published a list of the most influencial marketing journals in 1997. Many of the listed publications are still prominent. The top 5 voted journals were:Journal of MarketingJournal of Marketing ResearchJournal of Consumer ResearchJournal of RetailingJournal of the Academy of Marketing ScienceSee the full list at:academy of marketing science

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-44153357348618677702009-07-13T02:12:00.000-07:002009-07-13T02:47:26.547-07:00

Srinivasan et al have tested the relationship between innovations, advertising and stock returns. Their study concludes:Regular product introductions can impact stock returns by 0,3%-1%, depending on the innovation level of the productIn contrast, pioneering innovations (such as the first electric hybrid car) rejoice a stock impact of 4,3%Advertising product introductions increase the impact on

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-83324938955688052572009-07-13T02:10:00.000-07:002009-07-13T05:22:40.500-07:00

Hierarchical loyalty programs are designed to elevate consumers that meet certain spending criteria. It has been shown that such programs can stimulate purchase intention and firm satisfaction. However, Wagner et al show that it is difficult to justify hierarchical loyalty programs from an ROI-perspective.The problem demonstrated by the authors is that the negative effect of consumer demotions

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-61466350987487456002009-07-13T02:02:00.000-07:002009-07-13T02:21:05.006-07:00

Wiles and Danielova studied the effect of product placement in movies on firm market value. 126 movies with the largest opening audience of 2002 were included in the test.Some of the key findings were:On average, the total stock value of firms investing in product placement increased by 0,89% (the authors’ model explained 41% of the value variance)Firms should invest in tie-in advertising to

BrandLenshttp://www.blogger.com/profile/11071056258461270088noreply@blogger.com0tag:blogger.com,1999:blog-5677984627274867663.post-69524593835713299632009-07-13T01:33:00.000-07:002009-07-13T02:49:54.589-07:00

Do you know what is hot right now in the academic world of marketing? If not - you have come to the right place. This blog highlights recent published work in the field of marketing and brand management.The vision is simple: become the most accessible source of new truths and facts for anyone interested in the field.As such, posts may range from revolutionary to confirmatory, from highly

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