Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation

Detalhes bibliográficos
Autor(a) principal: Davcik, N.
Data de Publicação: 2015
Outros Autores: Sharma, P.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/8881
Resumo: Prior research explores the individual impact of brand equity and new product development on firms’ marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen to explore the combined influence of brand equity, marketing investment and product differentiation on differences in pricing among small and medium enterprises (SME), multinational companies (MNC) and retailers (private labels). Using a cluster analysis, it is shown that premium price is positively associated with innovation and company type. Managerial implications of the findings are discussed along with future research directions.
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spelling Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigationPremium priceBrand equityPanel dataFMCGOLSCluster analysisPrior research explores the individual impact of brand equity and new product development on firms’ marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen to explore the combined influence of brand equity, marketing investment and product differentiation on differences in pricing among small and medium enterprises (SME), multinational companies (MNC) and retailers (private labels). Using a cluster analysis, it is shown that premium price is positively associated with innovation and company type. Managerial implications of the findings are discussed along with future research directions.Emerald2015-05-05T10:53:43Z2015-01-01T00:00:00Z20152019-05-02T15:27:46Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/8881eng0309-056610.1108/EJM-03-2014-0150Davcik, N.Sharma, P.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:49:52Zoai:repositorio.iscte-iul.pt:10071/8881Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:24:32.421184Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
title Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
spellingShingle Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
Davcik, N.
Premium price
Brand equity
Panel data
FMCG
OLS
Cluster analysis
title_short Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
title_full Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
title_fullStr Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
title_full_unstemmed Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
title_sort Impact of product differentiation, marketing Investments and brand equity on pricing strategies: a brand level investigation
author Davcik, N.
author_facet Davcik, N.
Sharma, P.
author_role author
author2 Sharma, P.
author2_role author
dc.contributor.author.fl_str_mv Davcik, N.
Sharma, P.
dc.subject.por.fl_str_mv Premium price
Brand equity
Panel data
FMCG
OLS
Cluster analysis
topic Premium price
Brand equity
Panel data
FMCG
OLS
Cluster analysis
description Prior research explores the individual impact of brand equity and new product development on firms’ marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen to explore the combined influence of brand equity, marketing investment and product differentiation on differences in pricing among small and medium enterprises (SME), multinational companies (MNC) and retailers (private labels). Using a cluster analysis, it is shown that premium price is positively associated with innovation and company type. Managerial implications of the findings are discussed along with future research directions.
publishDate 2015
dc.date.none.fl_str_mv 2015-05-05T10:53:43Z
2015-01-01T00:00:00Z
2015
2019-05-02T15:27:46Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/8881
url http://hdl.handle.net/10071/8881
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0309-0566
10.1108/EJM-03-2014-0150
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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