Articles scientifiques

A Critical Spatial Approach to Marketplace Exclusion and Inclusion


Journal of Public Policy & Marketing

Spring 2013, vol. 32, pp.32-37

Départements : Marketing

Mots clés : social space, critical theory of space, retail space, marketplace diversity, marketplace exclusion

The authors apply insights from critical spatial theory to explore how space can be reimagined to be more inclusive. The meaning of spaces includes (1) objective physical space, (2) subjective imagined space, and (3) lived space used by consumers. The authors discuss several cases in which different social actors (i.e., consumers, marketers, businesses, and policy makers) exert various forms of agency to achieve power and control in the social space and maximize different goals. They also highlight how critical spatial theories can be extended by marketing researchers. Businesses sometimes have more diverse interests than merely profit maximization and can consider a wider array of other stakeholders' interests to ensure the long-term survival of the firm. Finally, the authors examine implications for public policy. They point out the usefulness of a critical spatial perspective in such areas as affordable housing, inclusive and democratic retail space development, spatial segregation, and suburban sprawl

Dynamics of retail-bank branching in Antwerp (Belgium) 1991–2006: Evidence from micro-geographic data


Journal of Banking & Finance

février 2013, vol. 37, n°2, pp.291-304

Départements : Marketing

Mots clés : Location, Retail-banking, Poverty, Spatial statistics

We exploit a comprehensive new panel dataset on retailbank branch locations in 233 neighborhoods (local markets) in the metropolitan area of Antwerp to describe (i) how between 1991 and 2006 the patterns of bank presence, entry, exit and choice deeply evolve and (ii) whether and how changes in these “on the ground” patterns systematically diverge across Antwerp’s different, highly segregated neighborhoods. We show that over the 15-year period under study entry and exit dynamics substantially intensify, the level change in branch desert grows significantly, and bank choice markedly declines; and that between 1996 and 2001, these changes are robustly associated with the neighborhood average income. In doing so, we advance a new technique for generating spatial measures that both minimize the discretization bias and can be reliably linked to neighborhoods. We demonstrate that the resulting measures are indeed more precise than traditional count measures

Factors Affecting Judgments of Prevalence and Representation: Implications for Public Policy and Marketing


Journal of Public Policy & Marketing

printemps 2013, vol. 32, n°Special Issue, pp.112-118

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Minorities, Frequency estimation, Advertising models, Television, Public policy, Media issues

Public policies are typically established to eliminate important social problems (e.g., minority discrimination, crime, poverty). In addition, the importance of these problems, and urgency people feel about addressing them, is influenced by perceptions of their prevalence. These perceptions, however, can be unwittingly biased by extraneous sources of information that lead some people to either overestimate or underestimate the seriousness of the problem at hand. The authors review empirical work on the construction of perceptions of frequency and representativeness and the processes that underlie them. They show that these perceptions are often biased in ways that differ over segments of the population. They conclude with a discussion of implications of these findings for developing public policy initiatives and de-biasing strategies

Integrating Consumer Characteristics into the Stochastic Modelling of Purchase Loyalty

C. Rungie, M. Uncles, G. LAURENT

European Journal of Marketing

2013, vol. 47, n°10

Départements : Marketing

Purpose - This paper extends a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach, average purchase frequency, sole buying, share of category requirements, repeat purchase and so forth. The result is to integrate consumer-based segmentation into previously unsegmented stochastic models of brand performance.Design/methodology/approach - This paper describes a model for predicting BPMs. Covariates are then introduced into the model, with discussion of model specification, model estimation, overall model assessment, and the derivation of generalized theoretical BPMs. The outcome is a practical procedure for behavioral loyalty segmentation.Findings - The implications for strategy and management in applying covariates to the BPMs are considerable. Where there are concentrations of consumers with high repeated purchase/consumption then many aspects of the marketing mix will be affected. An investigation of the role of covariates in understanding BPMs in the laundry detergent market is presented as an example and ways for market analysts to display results are demonstrated.Originality/value - Despite the fact that BPMs are the best operationalization of behavioral loyalty, until now there has not been a model to evaluate the impact of consumer characteristics as covariates on these BPMs. This paper’s original contribution includes a model which fits covariates to the BPMs. New statistical and graphical methods are described. Computer software for fitting the model and generating the output is available from the authors

Line Extension Asymmetry: Higher-Quality Line Extensions Help Lower-Quality Line Extensions Do Only Little Harm


GfK Marketing Intelligence Review

mai 2013, vol. 5, n°1, pp.31-37

Départements : Marketing

Mots clés : Brand Management, Line Extensions, Product Lines, Brand Evaluations