ORCID Profile
0000-0001-8931-0766
Current Organisations
Sabanci University
,
University of South Australia
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Publisher: Emerald
Date: 11-04-2016
Abstract: This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category knowledge. This paper examines brand image associations for 27 brands in three product categories using marketing field data. The authors apply a quasi-experimental approach to ide respondents into four groups based on their levels of brand familiarity and category knowledge. The authors compare brand retrieval for each group to test whether the SAC model, a dual-process theory of memory, or traditional strength-based theories of memory better explain brand retrieval. Familiar brands are harder to remember when consumers know more about the product category. This effect cannot be explained by strength-based theories of memory, but it is a prediction of the SAC model. This outcome is a critical test that discriminates between competing theories of brand retrieval. Researchers may draw on the SAC model to identify new ways of analysing brand image data to better understand how consumers retrieve brands from memory. This includes, above all, developing methods to separately measure the effects of brand familiarity and category knowledge. To maximise the chance that consumers will remember brands, managers of highly familiar brands should avoid promoting category knowledge through their branding and communications strategies. By contrast, managers of less familiar brands should promote category knowledge by linking their brand to episodes of category consumption. This work illustrates that a quasi-experimental approach can be used to extend quantitative psychological models from laboratory experiments to marketing field data. It also illustrates the use of a critical empirical test to discriminate between competing theories in marketing.
Publisher: Elsevier BV
Date: 07-2018
Publisher: SAGE Publications
Date: 09-2004
DOI: 10.1016/S1441-3582(04)70107-X
Abstract: From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.'s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand's overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores.
Publisher: Routledge
Date: 15-03-2022
Publisher: Informa UK Limited
Date: 02-01-2014
Publisher: Informa UK Limited
Date: 28-07-2020
Publisher: Elsevier BV
Date: 02-2015
Publisher: Springer Science and Business Media LLC
Date: 22-04-2022
DOI: 10.1007/S11002-022-09626-7
Abstract: Marketers need evidence to help them select music to promote their products. Ethnicity, social class and/or personality type can distinguish in idual music tastes, but age and nostalgia may be the largest determinant of all (North, American Journal of Psychology, 123 , 199–208, 2010). Research into listener preference for music from different eras has found conflicting results. Papers generally agree that it takes an inverse U shape, but disagree on the era for which people are most nostalgic. The seminal paper found a peak for music released when listeners were 23 years of age (Holbrook & Schindler, Journal of Consumer Research, 16 , 119–124, 1989), a follow-up 9 years of age (Hemming, Musicae Scientiae, 17 , 293–304, 2013), and 19 years of age (Holbrook & Schindler, Musicae Scientiae, 17 , 305–308, 2013). This paper attempts to correct the issues raised by Holbrook & Schindler ( Musicae Scientiae, 17 , 305–308, 2013) by improving the representativeness of the s le and introducing a new analysis technique, the two-lines test. This paper finds support for Holbrook & Schindler, but with a slightly younger age peak of roughly 17 years. Additionally, the larger s le allows investigation of differences by generation, which reveals differences that may be caused by their different current age, and so the relationship with, and interplay of nostalgia and music. The central conclusion of the paper is that people do exhibit a preference for music released during their late adolescence/early adulthood. When targeting consumers of a narrow age demographic, music released during this time is more likely to be preferred than any other.
Publisher: Wiley
Date: 12-10-2022
DOI: 10.1002/CB.1996
Abstract: We extend the utility of Goodhardt's negative binomial distribution‐Dirichlet model to demonstrate how it can be used to support portfolio decisions relating to retail assortments. The approach is based on analysing polarisation of loyalty, , obtained via a transformation of the model's S parameter, to investigate loyalty to attributes. Prior research on loyalty to attributes suffers from limitations of method or application, so we develop a full treatment of the statistical basis and analytical methods required for ongoing research in this area. We then demonstrate the utility of our approach through application to four subcategories of coffee in the USA over 2 years. Importantly, we reveal the specific attribute levels (features) that generate the least and most loyalty, and show how this, when combined with market share, can be used to respond to the strategic context. Specifically, those attribute levels with low loyalty may be more suitable for seasonal or limited time offers for which maximising short‐term custom is more important than repeat purchase conversely, attribute levels with high loyalty may be more suitable for achieving long‐term growth of brand share. In both cases, attribute levels with higher market share are preferable.
Publisher: Wiley
Date: 09-06-2015
DOI: 10.1002/CB.1522
Publisher: WARC Limited
Date: 06-2012
Publisher: SAGE Publications
Date: 28-05-2022
DOI: 10.1177/18393349211017316
Abstract: Market share growth requires building mental and physical availability among all category buyers. However, if younger category buyers are more likely to purchase new-to-market products, then perhaps younger buyers are, relatively speaking, more important for growth. This research investigates the relationship between category buyer age, brand buyer age, and brand failure. When sub-brand buyer age is younger than category buyer age, the sub-brand is likely to be (a) new-to-market or (b) growing in market share. Older-than-category sub-brand-buyer age is likely for sub-brands that are (a) declining or (b) dead. Results from 17 years (1998–2014) of U.K. household panel data, including 5,913 sub-brands from 101 categories, show that age skews were uncommon (only 18% of sub-brands), and second, that growing, stable and declining sub-brands appealed equally to all ages. Finally, we identified that new launches and dead brands tend to skew to younger consumers, suggesting that new launches need to appeal to all ages to avoid failure.
Publisher: Wiley
Date: 22-07-2022
DOI: 10.1002/CB.1975
Abstract: We present a review of Gerald Goodhardt's most famous contribution to marketing science—the NBD‐Dirichlet model. This provides a powerful illustration of the complex pathway and useful associated discoveries that over 25 years lead to the specification and application of a key marketing model. We identify the process that started with the negative binomial distribution (NBD) applied to purchase incidence, examined alternatives such as the logarithmic series distribution (LSD) and the beta binomial distribution (BBD), and along the way developed conditional trend analysis (CTA). We then explore the development of brand choice beginning with duplication of purchase as a method for understanding the underlying patterns, before moving into various approaches to modelling choice including a multivariate NBD, and eventually a multivariate BBD—the Dirichlet multinomial distribution (DMD). We discuss key events in modelling consumer behaviour and outline the model's implications for how marketers should think about consumers, or more specifically the Dirichlet consumer. Finally, we provide a survey of the model's applications uncovering a rich recent history and bright future for Goodhardt's legacy.
Publisher: Wiley
Date: 14-08-2021
DOI: 10.1002/CB.1981
Abstract: Fifty years ago, Gerald Goodhardt's analysis of audience duplication across television programs led to the discovery of the Duplication of Viewing law. This law was then extended to describe and predict customer sharing within product categories: the Duplication of Purchase Law. Many replications and extensions documented the law‐like status of this generalisation, providing important insight into how brands compete and the composition of consumers' repertoires. In this article we build on that seminal research, using Duplication of Purchase as an analytical method to measure loyalty across categories, or, in other words, the purchasing of brand extensions. Brand extensions are commonly cited as a way to capitalise on brand equity, and when asked, respondents often report high intentions to purchase brand extensions. However, the actual cross category buying of brand extensions has not been systematically examined. In this research we analyse panel data to understand whether purchasing a brand in one category does in fact increase the likelihood of a brand being bought in a second category. The study finds that a consumer who purchases from two categories is on average 2.4 times more likely to purchase a brand extension in the second category if they had purchased the same brand in the other category. This effect is larger for brands spanning similar, or complementary categories. Therefore, for many brand extensions the cross‐category loyalty effect is much more modest.
Publisher: Wiley
Date: 25-11-2023
DOI: 10.1002/CB.2114
Abstract: The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 ‘true fans’ and make $100 from each of them (Kelly, 2008. 1000 True fans . The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6‐months, 3‐months, 1‐month, and 1‐week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and ‘share of ear’ competition.
Publisher: Emerald
Date: 02-2016
Abstract: – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. – The findings revealed that the unique characteristics of SM (such as interactivity and in idualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.
Publisher: Wiley
Date: 21-09-2023
DOI: 10.1002/CB.2251
Publisher: SAGE Publications
Date: 10-04-2023
DOI: 10.1177/14413582231166066
Abstract: This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.
Publisher: AIP Publishing
Date: 24-02-2023
DOI: 10.1063/5.0136558
Abstract: This study combines molecular dynamics (MD) simulations with small angle x-ray scattering (SAXS) measurements to investigate the range of conformations that can be adopted by a pH/ionic strength (IS) sensitive protein and to quantify its distinct populations in solution. To explore how the conformational distribution of proteins may be modified in the environmental niches of biological media, we focus on the periplasmic ferric binding protein A (FbpA) from Haemophilus influenzae involved in the mechanism by which bacteria capture iron from higher organisms. We examine iron-binding/release mechanisms of FbpA in varying conditions simulating its biological environment. While we show that these changes fall within the detectable range for SAXS as evidenced by differences observed in the theoretical scattering patterns calculated from the crystal structure models of apo and holo forms, detection of conformational changes due to the point mutation D52A and changes in ionic strength (IS) from SAXS scattering profiles have been challenging. Here, to reach conclusions, statistical analyses with SAXS profiles and results from different techniques were combined in a complementary fashion. The SAXS data complemented by size exclusion chromatography point to multiple and/or alternative conformations at physiological IS, whereas they are well-explained by single crystallographic structures in low IS buffers. By fitting the SAXS data with unique conformations s led by a series of MD simulations under conditions mimicking the buffers, we quantify the populations of the occupied substates. We also find that the D52A mutant that we predicted by coarse-grained computational modeling to allosterically control the iron binding site in FbpA, responds to the environmental changes in our experiments with conformational selection scenarios that differ from those of the wild type.
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.10.003
Abstract: The Dirichlet model is an empirical generalization describing and predicting repeated choice amongst a set of competitive alternatives. With the advent of big data, there are many new potential applications for this model. Its developers emphasized one goodness-of-fit statistic, and subsequent researchers have used this along with others. There is, however, no consensus in the literature regarding which measures to use or, more importantly, benchmarks. This paper proposes a suite of six goodness-of-fit statistics developed from the literature to assess the fit of the model and develops two new measures that account for category specific factors enabling the development of benchmarks. It also provides appropriate benchmarks for all statistics derived from 54 FMCG categories in the UK.
Publisher: Springer Science and Business Media LLC
Date: 05-2014
DOI: 10.1057/BM.2014.10
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.10.005
Abstract: This paper investigates consumer's behavioural loyalty to online supermarkets over time. We use three measures of behavioural loyalty (share of category requirements, repertoire size, and polarisation index) from four major online supermarkets in the UK across five categories. We find that loyalty to online supermarkets is high in the categories we examined, though it declined somewhat from 2005 to 2009 and subsequently remained stable from 2010 to 2014. We also extensively test the generalisability of the well-known Dirichlet model to the choice of online supermarkets. We find that the model gives better fit from 2010 to 2014 than from 2005 to 2009 and can describe loyalty and competition in this context.
Publisher: Springer Science and Business Media LLC
Date: 03-08-2014
Publisher: Elsevier BV
Date: 2011
DOI: 10.2139/SSRN.1842167
No related grants have been discovered for Carl Driesener.