The relationship between the marketing mix and share of category requirements
dc.contributor.author | Bhattacharya, C. B. | en_US |
dc.contributor.author | Fader, Peter S. | en_US |
dc.contributor.author | Lodish, Leonard M. | en_US |
dc.contributor.author | DeSarbo, Wayne S. | en_US |
dc.date.accessioned | 2006-09-11T18:42:12Z | |
dc.date.available | 2006-09-11T18:42:12Z | |
dc.date.issued | 1996-01 | en_US |
dc.identifier.citation | Bhattacharya, C. B.; Fader, Peter S.; Lodish, Leonard M.; Desarbo, Wayne S.; (1996). "The relationship between the marketing mix and share of category requirements." Marketing Letters 7(1): 5-18. <http://hdl.handle.net/2027.42/47199> | en_US |
dc.identifier.issn | 0923-0645 | en_US |
dc.identifier.issn | 1573-059X | en_US |
dc.identifier.uri | https://hdl.handle.net/2027.42/47199 | |
dc.description.abstract | A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low. | en_US |
dc.format.extent | 1016447 bytes | |
dc.format.extent | 3115 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.language.iso | en_US | |
dc.publisher | Kluwer Academic Publishers; Springer Science+Business Media | en_US |
dc.subject.other | Economics / Management Science | en_US |
dc.subject.other | Marketing | en_US |
dc.subject.other | Brand Loyalty | en_US |
dc.subject.other | Marketing Mix | en_US |
dc.subject.other | Share of Category Requirements | en_US |
dc.subject.other | Scanner Data | en_US |
dc.title | The relationship between the marketing mix and share of category requirements | en_US |
dc.type | Article | en_US |
dc.subject.hlbsecondlevel | Marketing | en_US |
dc.subject.hlbsecondlevel | West European Studies | en_US |
dc.subject.hlbsecondlevel | Southeast Asian and Pacific Languages and Cultures | en_US |
dc.subject.hlbsecondlevel | Management | en_US |
dc.subject.hlbsecondlevel | Economics | en_US |
dc.subject.hlbtoplevel | Humanities | en_US |
dc.subject.hlbtoplevel | Social Sciences | en_US |
dc.subject.hlbtoplevel | Business | en_US |
dc.description.peerreviewed | Peer Reviewed | en_US |
dc.contributor.affiliationum | Marketing and Statistics Department, University of Michigan, Ann Arbor, USA | en_US |
dc.contributor.affiliationother | Department of Marketing, Goitueta Business School, Emory University, Atlanta, USA | en_US |
dc.contributor.affiliationother | Department of Marketing, Wharton School, University of Pennsylvania, SH-DH 1400, 19104-6371, Philadelphia, PA, USA | en_US |
dc.contributor.affiliationother | Department of Marketing, University of Pennsylvania, Philadelphia, USA | en_US |
dc.contributor.affiliationumcampus | Ann Arbor | en_US |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/47199/1/11002_2004_Article_BF00557307.pdf | en_US |
dc.identifier.doi | http://dx.doi.org/10.1007/BF00557307 | en_US |
dc.identifier.source | Marketing Letters | en_US |
dc.owningcollname | Interdisciplinary and Peer-Reviewed |
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