A keyword history of Marketing Science

This paper considers the history of keywords used in Marketing Science to develop insights on the evolution of marketing science. Several findings emerge. First, "pricing" and "game theory" are the most ubiquitous words. More generally, the three C's and four P's predominate, suggesting that keywords and common practical frameworks align. Various trends exist. Some words, like "pricing," remain popular over time. Others, like "game theory" and "hierarchical Bayes," have become more popular. Finally, some words are superseded by others, like "diffusion" by "social networking." Second, the overall rate of new keyword introductions has increased, but the likelihood they will remain in use has decreased. This suggests a maturation of the discipline or a long-tail effect. Third, a correspondence analysis indicates three distinct eras of marketing modeling, comporting roughly with each of the past three decades. These eras are driven by the emergence of new data and business problems, suggesting a fluid field responsive to practical problems. Fourth, we consider author publication survival rates, which increase up to six papers and then decline, possibly as a result of changes in ability or motivation. Fifth, survival rates vary with the recency and nature of words. We conclude by discussing the implications for additional journal space and the utility of standardized classification codes

Brand value creation: Analysis of the Interbrand-Business Week brand value rankings

Brand value has become an important corporate performance metric, as can be observed from the close following of the annual Top 100 Brand Values ranked by brand consultancy firm Interbrand and reported in Business Week. In this study, we employ a simultaneous equations model to examine the non-linear influence of lagged advertising, marketing promotions and R&D expenses on brand value after controlling for net income and lagged brand valuation. We infer that these lagged expenses yield diminishing returns to brand value. The effect of R&D expense is the weakest, possibly because it is confounded with the advertising and promotional effects. Differences across industry segments or country base are not statistically significant. Copyright Springer Science + Business Media, LLC 2006Brand value, Advertising, Promotions, R&D,

The Passive Shopping Stage: Keeping in Mind Brand Encounters

In marketing practice, brand managers have to split their budgets between brand advertising efforts and sales promotions. This is a tough decision and is based on several factors including the type of product and the preferences of the target consumer. In this study, the consumer purchase decision making process is conceptualized as a continuum from a passive shopping stage to an active one. Advertising messages work during the passive stage while promotion messages work during the active one. Utilizing panel data obtained from respondents in five European countries, multiple product categories were examined to identify whether pre-purchase brand attitudes determine consumer purchase decision reliance on either passive or active stage brand messages. The author investigated whether patterns hold across countries and product categories. The study also examined to what extent reliance on passive stage messages in a product category is affected by either the aggregate satisfaction or loyalty with the brands available on the market in that category