跨渠道需求溢出的品类扩张

IF 5.9 2区 管理学 Q1 BUSINESS International Journal of Research in Marketing Pub Date : 2023-09-01 DOI:10.1016/j.ijresmar.2023.05.002
Ali Umut Guler
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引用次数: 0

摘要

与某个产品组有着密切联系的优质品牌商店在当地的存在是否有助于整体推广相关类别?基于星巴克的例子,本文记录了咖啡在渠道和企业之间的需求溢出效应:该公司的商店刺激了大众市场杂货渠道的咖啡需求,使以国内消费为目标的竞争对手受益。我展示了家庭层面的溢出,以及零售扫描仪数据,采用需求模型来解释供应方的反应。为了建立因果关系,我使用了严格的固定效应规范和趋势控制,并使用基于供应侧优势的工具变量验证了研究结果,以在邻近市场经营连锁店。在一个有代表性的市场中,星巴克门店的存在使竞争对手的包装咖啡销售额增长了1.2%。这一增长似乎与星巴克门店作为其主要产品咖啡的环境线索的消费刺激效应一致。来自其他连锁店的证据证实了这种溢出效应,主要是从具有高需求刺激潜力的高端品牌到低端大众产品。这种影响会随着时间的推移而产生,正如线索理论预测的那样,它与过去的消费呈正相关,这表明它对消费习惯有增强作用。
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Category expansion through cross-channel demand spillovers

Does the local presence of premium branded stores with strong associations to a product group help promote the relevant category as a whole? Based on the Starbucks example, this paper documents such a demand spillover effect for coffee across channels and firms: The firm’s stores stimulate coffee demand in mass-market grocery channels, benefiting rival firms that target consumption at home. I show the spillover at the household level, as well as with retail scanner data, employing a demand model to account for supply-side responses. To establish causality, I use a strict fixed effects specification with trend controls, and also validate the findings using instrumental variables based on the supply-side advantage to operating chain stores in proximate markets. In a representative market, the presence of a Starbucks stores boosts rival packaged coffee sales by 1.2%. The increase appears consistent a consumption stimulation effect of Starbucks stores acting as environmental cues for coffee, their main product. Evidence from other chains confirms the spillover, mainly from more premium brands with high demand-stimulating potential to lower-end mass products. The effect builds over time, and as cue theories predict, interacts positively with past consumption, suggesting a reinforcing effect on consumption habits.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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