Articles scientifiques

A non-technical guide to instrumental variables and regressor-error dependencies

P. EBBES

Quantile

2007, vol. 2, pp.3-20

Départements : Marketing, GREGHEC (CNRS)


Adding exchange to charity: a reference price explanation

B. BRIERS, M. Pandelaere, L. Warlop

Journal of Economic Psychology

2007, vol. 28, n°1, pp.15-30

Départements : Marketing


Charities often request donations while offering a near-worthless token, like a key chain, in exchange. Little research has examined whether such 'exchange' requests are met with higher compliance rates than simply asking people to donate. Our studies suggest that in simple donation settings people may have difficulties in estimating a socially acceptable donation amount and therefore prefer opportunities that provide them with an anchor price. The value of a material good in a donation setting can play this anchoring role and signal a reference price. To the extent that the suggested reference price is low enough, exchange requests lead to more compliance than simple donation requests. However, our results indicate that, when accompanied by specified amounts, simple donation requests result in even better compliance rates than exchange requests. Keywords: Fund-raising; Donation behavior; Exchange; Reference price; Anchor

An Exploratory Study on Attitudes toward Luxury Products, Counterfeits and Imitations

B. KOCHER, B. Müller

Advances in Consumer Research

2007, vol. 34

Départements : Marketing


Brand Magic: Harry Potter marketing

D. DUBOIS, F. DALSACE, C. Damay

Harvard Business Review

février 2007, vol. 85, n°2

Départements : Marketing


Competition of Brands - Or of Business Models ?

J.-N. KAPFERER

Advertising Age

2007, vol. 78, n°9, pp.16

Départements : Marketing


The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture*BRAND choice*BRAND name products*CORPORATIONS -- Growth*MARKETING*PRODUCT management


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