Push-based brand awareness: the role of product availability and in-store merchandising

This study introduces a new brand awareness conceptualization; ‘push-based brand awareness’ in the light of available retailing, distribution, and branding literature. Previously, push-based awareness merely defined brand/product availability. This study extends that definition by including available brand awareness created by in-store merchandising. While out-of-stock (OOS) literature extensively interprets product availability and consumers\u27 responses to OOS brands, a brand\u27s effect on consumer awareness remains unexamined. Because such brand awareness may be one of the major reasons behind frequently purchased product success, such consumer awareness deserves closer attention. This study introduces the push-based brand awareness concept with a proposed model including possible managerial implications

Anti-branding on the internet

Anti-brand web sites are online spaces that focus negative attention on a specific targeted brand. Although anti-consumption movements on the internet have been gaining in numbers and in strength, research has not fully uncovered the nature of such sites and their impact on brand value and consumer anti-consumption. We present a conceptual framework describing online anti-branding and investigate causal relationships in two empirical studies. Study 1 investigates the brand value's impact on likelihood of the presence of anti-brand sites. Strong brands are more likely to have anti-brand sites. Study 2 is a content analysis of a representative sample of anti-brand sites that assesses the nature of the language used by such sites. Anti-brand sites use three types of language -- market, ideological and transactional speech. The study finds that market speech is most prevalent and relates to brand value.Internet Branding Anti-consumption Online consumption Hate sites

The role of the Internet on free-riding: An exploratory study of the wallpaper industry

This study discusses the role of the Internet on possible free-riding activities for product categories where retail services are a critical part of the completed consumer purchase transaction. The study investigates free-riding in terms of consumer pre-purchase activities during the information search stage (how they process shopping information) and actual purchase decisions with a literature review. The study\u27s empirical findings indicate that full-service retailers’ beliefs about online consumers’ choice of purchase outlet are predominantly influenced by online retailer prices rather than availability of a variety of products (place) on the Internet. This, in turn, indicates the possibility of strong free-riding opportunities in the sample wallpaper market. The study, in this context, proposes strategies and policies to eliminate many of the destructive effects of the opportunities for free-riding provided by the Internet for long-lasting channel and market effectiveness and efficiency

Resale price maintenance (RPM):the U.S. and E.U. perspectives

\u3cp\u3eResale Price Maintenance (RPM) is an important and very controversial pricing practice that describes attempts by upstream suppliers (often manufacturers) to control selling prices of their customers (often retailers or wholesaler). It was developed in the early 1900s to regulate and eliminate unfair trade practices within distribution channels in U.S. Although RPM has been analyzed from many different perspectives since it is inception, many questions remain. Whether RPM is good for competition and which forms are legal is still unclear. The study provides the historic evolution of the RPM concept and discusses some alternative strategies by which marketers have attempted to achieve the same ends. The study's review includes landmark legal rulings and an overview of the relevant marketing and economic theory guiding the evaluation of RPM's effect on markets and competition both in U.S. and E.U. The study, finally, addresses a road-map how to handle RPM rulings side effects for marketing patricians, academics and regulators.\u3c/p\u3

How To Voice

This chapter discusses various voicing options for Voicesumers in today’s digital platforms by using anecdotes and cases. The chapter conceptualized Direct and Indirect Consumer Voices by spring boarding traditional consumer complaint literature. Online consumer ratings and reviews as well as electronic WOM (e-Word-of-Mouth) are discussed as newly developing consumer voicing tools. The potential fraudulent use of consumer voice is also discussed. The importance of such voicing tools for consumer voice and market democracy is discussed from business and legal point of views

Voicesumers

This chapter defines the proposed new form of consumer conceptualized as “voicesumer.” The chapter classifies and defines various types of voicesumers, we are witnessing in today’s dynamically chancing digital and social environments. The chapter introduces three new types of consumer voices: Boisterous, Vociferous, and finally Obstreperous voices with anecdotes and cases. The chapter provides a comparative analysis of newly proposed consumer voices in order to distinguish such voices’ potentials to effect on consumer perception of entertainment, attention, credibility, and hate seeding components. Finally, the chapter discusses on how such voices operate within today’s markets by analyzing the audience, message, and channel of message usage