The Influence of Product Variety on Brand Perception and Choice

We propose that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. Specifically, brands that offer a greater variety of options that appear compatible and require similar skills tend to be perceived as having greater category expertise or core competency in the category, which, in turn, enhances their perceived quality and purchase likelihood. Six studies support this proposition and demonstrate that compared to brands which offer fewer products, (a) brands which offer increased compatible variety are perceived as having higher quality; (b) this effect is mediated by product variety’s impact on perceived expertise; (c) the higher perceived quality produces a greater choice share of the higher variety brand, even among consumers who select options that multiple brands offer and (d) product variety also impacts post-experience perceptions of taste. The findings suggest that in addition to directly affecting brand choice share through influencing the fit with consumer preferences, product line length can also indirectly affect brand choice through influencing perceived brand quality

The Effect of Advertising on Brand Awareness and Perceived Quality: An Empirical Investigation using Panel Data

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment changes brand awareness and quality perceptions. Our panel data allow us to control for unobserved heterogeneity across brands and to identify the effect of advertising from the time-series variation within brands. They also allow us to account for the endogeneity of advertising through recently developed dynamic panel data estimation techniques. We find that advertising has consistently a significant positive effect on brand awareness but no significant effect on perceived quality

Measuring the bias of technological change

Abstract When technological change occurs, it can increase the productivity of capital, labor, and the other factors of production in equal terms or it can be biased towards a specific factor. Whether technological change favors some factors of production over others is an empirical question that is central to economics. The literatures in industrial organization, productivity, and economic growth rest on very specific assumptions about the bias of technological change. Yet, the evidence is sparse. In this paper we propose a general framework for estimating production functions that allows productivity to be multi-dimensional. Using firm-level panel data, we are able to directly assess the bias of technological change by measuring, at the level of the individual firm, how much of technological change is factor neutral and how much of it is labor augmenting. We further relate the speed and the direction of technological change to firms' R&D activities. * We than

Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research

The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill