Analytics / Case studies
Academic research work and original papers published by the KSCRM and its constituents will be published in this space.
The Impact of Brand Mergers on Choice : The Role of Confidence, Loyalty and Managerial Intent
Prof Anil Srinivasan, KSCRM; Prof Mark Heitmann, Board of Advisors, KSCRM
Abstract
In a series of experiments, we study the impact of brand mergers on choice and consumers' decision confidence. In addition, we explore the effect of brand loyalty in moderating the reaction to the merger. In our first study, we observe consumer reactions to a merger between two similar (or 'fitting') vs. dissimilar (or 'non fitting') brands. In our second study we observe consumer reactions when the 'motive' behind the merger (or managerial intent) is perceived to be consumer-led (the merger will ensure the customer gets a better product) vs. firm-led (purely motivated by profit or financial considerations). In our final study, we use a 'real world' example of a well-known neighborhood eatery that has recently been acquired by a firm specializing in a highly dissimilar line of services. Again, we manipulate managerial 'intent' and observe reactions to the merger among loyal and non-loyal patrons.
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Effectiveness of ‘Multi-Brand’ vs. ‘Market Leader’ Comparison Strategies for “New” and “Established” Brands using Comparative Ads: An Experimental Investigation
There has been considerable research on comparative advertising (Pechmann and Stewart 1990, 1991; Chattopadhyay 1998; Gorn and Weinberg 1984). However, almost all extant research has looked at comparative advertising in a ‘market leader’ format (where the advertised brand compares/associates itself with just one competitor, the market leader). There is almost no research on comparative advertising in a multi-brand format (where the advertised brand compares itself with multiple competitors). This is surprising since in a recent related study, we found that 60% of all sampled comparative ads use the “multi-brand” format. Hence, in this research, we fill this lacuna by answering the following questions:
1.Do multi-brand comparisons improve the effectiveness of different comparative ad formats (direct or indirect) over ‘market leader’ comparisons?
2.Does this effectiveness differ across “new” and “established” brands?
Exploring Impulse Buying in Services vs. Products – Towards a Common Conceptual Framework
Piyush Sharma, Hong Kong Polytechnic University, Hong Kong
Bharadhwaj Sivakumaran, Great Lakes Institute of Management, Chennai, India
Roger Marshall, Auckland University of Technology, Auckland, New Zealand
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