Mind-set metrics in market response models: an integrative approach

Name: Mind-set metrics in market response models: an integrative approach
Author: Srinivasan, S., Vanhuele, M., Pauwels, Koen Hendrik

İsim	Mind-set metrics in market response models: an integrative approach
Yazar	Srinivasan, S., Vanhuele, M., Pauwels, Koen Hendrik
Basım Tarihi:	2010-08
Basım Yeri	- American Marketing Association
Konu	Customer mind-set metrics, Market response models, Time-series models, Vector autoregressive models, Forecast error variance decomposition, Leading indicators
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0022-2437
Kayıt Numarası	d619030b-2d73-4bd7-bd6f-8e535727cd8b
Lokasyon	Business Administration
Tarih	2010-08
Notlar	Marketing Science Institute
Örnek Metin	Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer mind-set metrics (e.g., awareness, affect). The authors merge the two tracks and analyze the added explanatory value of including customer mind-set metrics in a sales response model that already accounts for short- and long-term effects of advertising, price, distribution, and promotion. Vector autoregressive modeling of the metrics for more than 60 brands of four consumer goods shows that advertising awareness, brand consideration, and brand liking account for almost one-third of explained sales variance. Competitive and own mind-set metrics make a similar contribution. Wear-in times reveal that mind-set metrics can be used as advance warning signals that allow enough time for managerial action before market performance itself is affected. Specific marketing actions affect specific mind-set metrics, with the strongest overall impact for distribution. The findings suggest that modelers should include mind-set metrics in sales response models and branding experts should include competition in their tracking research.
DOI	10.1509/jmkr.47.4.672
Cilt	47

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Mind-set metrics in market response models: an integrative approach

Yazar Srinivasan, S., Vanhuele, M., Pauwels, Koen Hendrik

Basım Tarihi 2010-08

Basım Yeri - American Marketing Association

Konu Customer mind-set metrics, Market response models, Time-series models, Vector autoregressive models, Forecast error variance decomposition, Leading indicators

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0022-2437

Kayıt Numarası d619030b-2d73-4bd7-bd6f-8e535727cd8b

Lokasyon Business Administration

Tarih 2010-08

Notlar Marketing Science Institute

Örnek Metin Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer mind-set metrics (e.g., awareness, affect). The authors merge the two tracks and analyze the added explanatory value of including customer mind-set metrics in a sales response model that already accounts for short- and long-term effects of advertising, price, distribution, and promotion. Vector autoregressive modeling of the metrics for more than 60 brands of four consumer goods shows that advertising awareness, brand consideration, and brand liking account for almost one-third of explained sales variance. Competitive and own mind-set metrics make a similar contribution. Wear-in times reveal that mind-set metrics can be used as advance warning signals that allow enough time for managerial action before market performance itself is affected. Specific marketing actions affect specific mind-set metrics, with the strongest overall impact for distribution. The findings suggest that modelers should include mind-set metrics in sales response models and branding experts should include competition in their tracking research.

DOI 10.1509/jmkr.47.4.672

Cilt 47