{"title":"利用家庭面板数据跟踪随时间变化的品牌资产","authors":"Daniel Guhl","doi":"10.1016/j.jbusres.2024.114799","DOIUrl":null,"url":null,"abstract":"<div><p>This paper proposes a novel yet simple approach for tracking time-varying utility-based brand equity using household panel data. Our two-stage procedure allows us to estimate a discrete choice model that explicitly accounts for consumer heterogeneity, state dependence, price endogeneity, and dynamic brand equity. We present dynamic brand utility as a time-varying measure that adds to current market-based or mindset metrics. An empirical study of household purchases in the detergent category reveals that brand equity varies over time. The temporal changes in the brand equity of single brands and the differences across brands have significant implications for consumers’ brand choice and, consequently, for brand management. Therefore, the dynamic utility-based model offers valuable support for tracking a brand’s state, including the brand’s competition, and for making appropriate marketing decisions.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":null,"pages":null},"PeriodicalIF":10.5000,"publicationDate":"2024-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0148296324003035/pdfft?md5=bd568c08127dffdf818b7ae70bc6e2d2&pid=1-s2.0-S0148296324003035-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Tracking time-varying brand equity using household panel data\",\"authors\":\"Daniel Guhl\",\"doi\":\"10.1016/j.jbusres.2024.114799\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>This paper proposes a novel yet simple approach for tracking time-varying utility-based brand equity using household panel data. Our two-stage procedure allows us to estimate a discrete choice model that explicitly accounts for consumer heterogeneity, state dependence, price endogeneity, and dynamic brand equity. We present dynamic brand utility as a time-varying measure that adds to current market-based or mindset metrics. An empirical study of household purchases in the detergent category reveals that brand equity varies over time. The temporal changes in the brand equity of single brands and the differences across brands have significant implications for consumers’ brand choice and, consequently, for brand management. Therefore, the dynamic utility-based model offers valuable support for tracking a brand’s state, including the brand’s competition, and for making appropriate marketing decisions.</p></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.5000,\"publicationDate\":\"2024-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S0148296324003035/pdfft?md5=bd568c08127dffdf818b7ae70bc6e2d2&pid=1-s2.0-S0148296324003035-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296324003035\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324003035","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Tracking time-varying brand equity using household panel data
This paper proposes a novel yet simple approach for tracking time-varying utility-based brand equity using household panel data. Our two-stage procedure allows us to estimate a discrete choice model that explicitly accounts for consumer heterogeneity, state dependence, price endogeneity, and dynamic brand equity. We present dynamic brand utility as a time-varying measure that adds to current market-based or mindset metrics. An empirical study of household purchases in the detergent category reveals that brand equity varies over time. The temporal changes in the brand equity of single brands and the differences across brands have significant implications for consumers’ brand choice and, consequently, for brand management. Therefore, the dynamic utility-based model offers valuable support for tracking a brand’s state, including the brand’s competition, and for making appropriate marketing decisions.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.