Brand Differentiation Research Articles

A supply chain generalized network oligopoly model for pharmaceuticals under brand differentiation and perishability

In this paper, we construct a generalized network oligopoly model with arc multipliers for supply chains of pharmaceutical products using variational inequality theory. The model captures the Cournot competition among the manufacturers who seek to determine their profit-maximizing product flows, which can be perishable, with the consumers differentiating among the products of the firms, whether branded or generic, and the firms taking into consideration the discarding costs. The numerical examples demonstrate that a brand pharmaceutical product may lose its dominant market share as a consequence of patent rights expiration and because of generic competition.

Relevant perceptual features on advertising and indirect advertising effectiveness factors of Chinese viewers

The purpose of this study was targeting Chinese viewers. Awareness of factors affecting indirect advertising effects were investigated. What is the awareness of advertising features for Chinese viewers also examined. Advertising and indirect advertising effectiveness factors examined relationships recognized. Chinese viewers were collected through surveys. Firstly, factors affecting indirect advertising effects was seven. Sponsor, celebrity involvement, and blatantly portrayed, reliability, brand differentiation, ethics and information provided is a factor. Second, the advertising capabilities of the Chinese viewers were relatively positive perception. Indirect advertising effects of Chinese viewers, features and advertising on the relevance factors, there was a significant relationship. Celebrity involvement and brand differentiation, blatantly portrayed, and ethical factors had an impact on the function of advertising. These results provide indirect advertising of China and South Korea produced implications for practitioners. Korea also interested in entering the Chinese enterprises will provide the basic material in the production of indirect advertising.

Developing a suitable model for supplier selection based on supply chain risks: an empirical study from Iranian pharmaceutical companies.

The supply chain represents the critical link between the development of new product and the market in pharmaceutical industry. Over the years, improvements made in supply chain operations have focused largely on ways to reduce cost and gain efficiencies in scale. In addition, powerful regulatory and market forces have provided new incentives for pharmaceutical firms to basically rethink the way they produce and distribute products, and also to re-imagine the role of the supply chain in driving strategic growth, brand differentiation and economic value in the health continuum. The purpose of this paper is to formulate basic factors involved in risk analysis of pharmaceutical industry, and also determine the effective factors involved in suppliers selection and their priorities. This paper is based on the results of literature review, experts' opinion acquisition, statistical analysis and also using MADM models on data gathered from distributed questionnaires. The model consists of the following steps and components: first factors involved in to supply chain risks are determined. Based on them a framework is considered. According the result of statistical analysis and MADM models the risk factors are formulated. The paper determines the main components and influenceial factors involving in the supply chain risks. Results showed that delivery risk can make an important contribution to mitigate the risk of pharmaceutical industry.

The Impact of Jewelry Brand Elements on Brand Identification and Differentiation

The Impact of Jewelry Brand Elements on Brand Identification and Differentiation

Supply Chain Network Equilibrium Model Based on Corporate Social Responsibility with Multicriteria under the Revenue-Sharing Contract

This paper developed a three-level supply chain network equilibrium model with multi products and multicriteria based on corporate social responsibility through integrating the maximization of economic benefits, the maximization of social utility and the minimization of environment pollution under revenue-sharing contract. We analysed competitive behaviour of manufactures and retailers in a no cooperative competitive and described the multicriteria decision-making behaviour using Nash equilibrium theory and the weighted value function. Using product utility functions of brand differentiation and consumer preferences from product price, transaction cost and corporation social responsibility to analyse product choice in a market, and we developed the optimization conditions of each tier and whole network by variational inequality method. At last we illustrated the model with several numerical examples.

Supply Chain Network Equilibrium Model Based on Corporate Social Responsibility with Multicriteria under the Revenue-Sharing Contract

This paper developed a three-level supply chain network equilibrium model with multi products and multicriteria based on corporate social responsibility through integrating the maximization of economic benefits, the maximization of social utility and the minimization of environment pollution under revenue-sharing contract. We analysed competitive behaviour of manufactures and retailers in a no cooperative competitive and described the multicriteria decision-making behaviour using Nash equilibrium theory and the weighted value function. Using product utility functions of brand differentiation and consumer preferences from product price, transaction cost and corporation social responsibility to analyse product choice in a market, and we developed the optimization conditions of each tier and whole network by variational inequality method. At last we illustrated the model with several numerical examples.

Multihoming in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry

Two-sided markets are composed of platform owners and two distinct user networks that either buy or sell applications for the platform. The authors focus on multihoming—the choice of an agent in a user network to use more than one platform. In the context of the video game console industry, they examine the conditions affecting seller-level multihoming decisions on a given platform. Furthermore, they investigate how platform-level multihoming of applications affects the sales of the platform. The authors show that increased platform-level multihoming of applications hurts platform sales, a finding consistent with literature on brand differentiation, but they also show that this effect vanishes as platforms mature or gain market share. The authors find that platform-level multihoming of applications affects platform sales more strongly than the number of applications. Furthermore, among mature platforms, an increasing market share leads to more seller-level multihoming, while among nascent platforms, seller-level multihoming decreases as platform market share increases. These findings prompt scholars to look beyond network size in analyzing two-sided markets and provide guidance to both (application) sellers and platform owners.

Differentiation of two main ammunition brands in Chile by Regularized Discriminant Analysis (RDA) of metals in gunshot residues

Conventionally, chemical patterns of gunshot residues (GSR) can be used for identification of a suspect involved in criminal fire arm incidents. Furthermore, metals composition in GSR is well related with the ammunition brand. In Chile the two main ammunition brands used are FAMAE and CBC. Metals, such as Pb, Ba, Sb, Cu, Zn and Ca are common elements detected in both brands. This work describes the application of both conventional and chemometric analysis of data (Regularized Discriminant Analysis, RDA) for differentiation of ammunition brands according to the metal patterns of GSR collected from shooter individuals. Real samples of GSR were collected from hands (dorsal region) of both shooters and non-shooters. Metals were analyzed using the techniques Atomic Absorption Spectrometry (AAS) and Inductively Coupled Plasma Atomic Emission Spectrometry (ICP-OES). By means of conventional plotting techniques for differentiation, such as binary and ternary plots, differences between the two brands are observed although without quantitative certainty. For the first time, applying chemometric analysis, such as regularized discriminant analysis (RDA), the investigated ammunition brands can be classified and differentiated correctly with 100% certainty.

A Supply Chain Generalized Network Oligopoly Model for Pharmaceuticals under Brand Differentiation and Perishability

In this paper, we construct a generalized network oligopoly model with arc multipliers for supply chains of pharmaceutical products using variational inequality theory. The model captures the Cournot competition among the manufacturers who seek to determine their profit-maximizing product flows, which can be perishable, with the consumers differentiating among the products of the firms, whether branded or generic, and the firms taking into consideration the discarding costs. The numerical examples demonstrate that a brand pharmaceutical product may lose its dominant market share as a consequence of patent rights expiration and because of generic competition.

Brand signal quality of products in an asymmetric online information environment: An experimental study

AbstractPrevious research regarding the effectiveness of brand name signalling has focused mainly on when and how marketers will recover costs. This study reverses this trend by examining how buyers may interpret signals via the brand name, the effectiveness of signalling via brand name in terms of buyer‐value perspectives and how buyers' reactions to signals affect sellers' decisions to adopt a signalling strategy. Signalling theory and concepts from consumer‐based branding research are used to suggest how to evaluate the effectiveness of signalling via brand name in the context of the consumer market – a market in which information is asymmetric. Findings from a number of repeated experiments, using the methodology of experimental economics, demonstrate that the function of a brand fluctuates according to which market conditions prevail for brand and price, the extent of brand differentiation and the magnitude of brand‐building costs. Copyright © 2011 John Wiley & Sons, Ltd.

Genuine representation of brands: a new method of representing unbiased brand-by-attribute perceptions

In this study we propose a new method of representing unbiased perceptions of brands. Specifically a likelihood-based model simultaneously disentangles a major class of psychological bias affecting attribute-based perceptions, and obtains a dimensionality reduction of the problem, resulting in a two-dimensional map. Extant research, while recognizing the importance of halo effect, has mainly focused on the identification and measurement of this bias. Conversely, in this study we explicitly address how to obtain and to graphically represent genuine brand-by-attribute ratings. Our perceptual representation offers a better understanding of the idiosyncratic impact of each attribute on brands, which ultimately helps managers to delve into the nature of brand differentiation. The proposed approach is exemplified through an empirical application using the BrandAsset® Valuator scale in a high-involvement product category.

Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR

Theorists have emphasized brand differentiation in achieving a competitive advantage through sponsorship, and managers of sports sponsorships have recognized product category exclusivity as among the most valued rights afforded sponsoring firms. Yet the proliferation of sponsorships in the sports marketplace poses a challenge to sponsors attempting to establish a unique brand position apart from the clutter. The competition between corporate rivals for sponsorship exclusivity in the world's highest profile sporting arenas has begun to spill into the courtroom. The purpose of this paper is to review the cases of MasterCard versus FIFA, and AT&T versus NASCAR, and discuss the relevance of these contract disputes to sponsorship scholars and practitioners. Specifically, the courts’ finding of irreparable harm faced by the excluded sponsor offers an intriguing legal recognition of the theorized goodwill and inimitability of corporate affiliation with a specific sponsored enterprise. The cases also contribute an opposing view of best practices, where legal ramifications arise from treating sponsorship as a property-based resource and neglecting the relational dimensions of collaborative communication, trust, and commitment emphasized by contemporary sponsorship theory.

Sustainable fashion supply chain management under oligopolistic competition and brand differentiation

Abstract In this paper, we developed a new model of oligopolistic competition for fashion supply chains in the case of differentiated products with the inclusion of environmental concerns. The model assumes that each fashion firm's product is distinct by brand and the firms compete until an equilibrium is achieved. Each fashion firm seeks to maximize its profits as well as to minimize its emissions throughout its supply chain with the latter criterion being weighted in an individual manner by each firm. The competitive supply chain model is network-based and variational inequality theory is utilized for the formulation of the governing Nash equilibrium as well as for the solution of the case study examples. The numerical examples illustrate both the generality of the modeling framework as well as how the model and computational scheme can be used in practice to explore the effects of changes in the demand functions; in the total cost and total emission functions, as well as in the weights.

Health claims as communication tools that enhance brand loyalty: The case of low-fat claims within the dairy food category

During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's differentiation strategy. Brands carrying a health claim are thus expected to have an advantage over their counterparts. In this study, we aim to investigate whether health claims, with emphasis on the low-fat claims, can act as a means to improve the performance of brands and further enhance their loyalty levels. Based on stated preference data using a purchase intention scale (i.e. Juster Scale), a set of Brand Performance Measures (BPMs) are empirically estimated to describe the market structure of two dairy product categories and their respective sub-categories that were defined according to health-related attributes: (a) fat content; (b) enrichment; and (c) way of processing. Then, the Dirichlet model's fit to the empirical data is examined, leading to the theoretical estimation of loyalty measures. Findings suggest that, on average, brands with a low-fat claim perform better in the market compared with their high-fat counterparts. Moreover, in comparison with other health-related attributes the fat content attribute exhibits slightly higher loyalty, signifying the importance of the ‘low-fat’ claim as a means of communication.

Rethink: corporate social responsibility at Si.mobil

Subject area Corporate social responsibility (CSR), marketing/branding, strategic management. Study level/applicability The case can be used in master, MBA and executive programs in courses on the following topics: CSR; strategic management; or strategic marketing. Case overview The case describes the CSR initiatives at the Slovenian mobile phone operator Si.mobil d.d., with the two pillars of taking care of employees and taking care of the environment. The main protagonists describe the process of initiating, developing and communicating the initiative, as well as the individual actions taken. In a strategy meeting, Si.mobil's top management set out to discuss the strategic challenges that the company was facing, trying to find ways out of the potentially deadly price war and commoditization spiral. Specifically, the discussion in the management meeting revolved around how Si.mobil can position itself in the market, how it can find a sustainable USP and whether and if yes, how the company's CSR initiatives can play a significant role therein. Expected learning outcomes To foster critical thinking about the reasons for and effectiveness of CSR initiatives; to be able to assess the role that CSR initiatives can play in brand building and differentiation; to understand how CSR affects company performance through its effect on and feedback reactions from different stakeholder groups; to critically discuss the preconditions for effective CSR initiatives, and to see exemplarily how they can be initiated and managed; to understand the crucial role that leadership and communication are playing in CSR initiatives; to identify the vital links between internally oriented (employee-focused) and externally oriented (societal-focus) CSR strategies and actions. Supplementary materials Teaching note

Determinants of Department of Veterans Affairs hearing aid brand dispensing by individual audiologists

Department of Veterans Affairs (VA) audiologists were surveyed regarding their perceptions and evaluations of hearing aid (HA) brands on seven factors previously published in peer-reviewed research as important to the HA brand preference decision of audiologists. One of the seven factors formed a distinct dimension of brand differentiation based on Contract Pricing (dimension 1). Brand perceptions for the other six factors were highly correlated with one another; this dimension of correlated perceptions was labeled Propensity to Dispense Based on a Gestalt Percept (dimension 2). That is, a direct relation exists between the collective perception of HA brand and its likelihood of being dispensed. These two dimensions accounted for 93.1% of the variance in the perceived differences among the HA brands surveyed. Joint-space mapping was used to model the effect of altering perceptions on VA HA brand dispensing. Results indicate that few VA audiologists (7.7%) dispense HA brands in majority association with contract pricing. Instead, the vast majority (77%) form brand preferences in majority association with their individualized perceptions.

Evaluating the Alignment of Academic Research and Industry Leadership Best Practices

This hospitality leadership research analysis was conducted in order to assess the alignment of academic research and industry leadership best practices. Research findings suggest that industry leadership best practices reported are inconsistent with the emphasis in the academic literature. Most notably, academic literature reviewed for this study identified leadership dimensions associate with; bureaucratic, transformational-participative, generational change and emotional intelligence as of particular importance with respect to workforce performance, while industry leaders identified brand differentiation, business acumen, learning environments or lack thereof as a concern when operating in a highly competitive marketplace. Future academic research surrounding the topic of leadership in hospitality should be more closely embedded with industry leaders and their desire to improve leadership capabilities while preparing hospitality student readiness for industry placement that strengthens organizational performance in our rapidly changing global economy.

Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective

Purpose – The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective.Design/methodology/approach – Two studies (within‐ and between‐subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers' perceptions of brand favorability, differentiation, and credibility, while controlling for brand‐specific, product category‐specific, and socio‐demographic influences.Findings – The results show that the type of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit‐based positioning and surrogate (user) positioning generally outperform feature‐based positioning strategies along the three effectiveness dimensions. The findings also demonstrate that no single strategy...

Consumer Behaviour in Packaging Design

SUMMARY Packaging design plays a pivotal role in ensuring c onsumersperception of the brand is mirrored on the pack. Consumers make a brand purchase just as much as they make a product purchase. They may in reality be buying a f ace cream but their choice is affected by their perception of the brand and its inherent prom ise. Packaging has always played its part in distinguishing one manufacturers product from anot her. Its first manifestation - labels- were crafted to do just that. Now the whole differentiat ion process has become increasingly sophisticated. Whereas graphics once took the lead role in distinguishing one product from another, structural packaging now plays a major rol e in brand differentiation. Packaging has always played a major role in distinguishing produc ts. Its first expression - the labels - has been created for this purpose. Today the whole pro cess of differentiation has become increasingly complicated. While graphics once playe d the leading role in product differentiation, structural packaging is the main f actor in brand differentiation. Products can be distinguished in terms of form - the classical C oca-Cola bottle is a very good example - colour, finishing or material. Packaging has extend ed its role also in reaction to consumers' changing life style. Consumers change their behavio ur according to the product category they choose. Research work from several years ago has re vealed that people who buy beach products spend an hour to evaluate the supply and c hoose the right product for their skin. In other sectors, like healthcare, consumers who buy o ver the counter spend more time in making buying decisions, according to how serious t he disease to be treated is (Assael, 1987). In the diet product category, where calories are al ways counted, consumers often go through a complex process of comparing their needs with their budget, taste and dedication. Consumers have a direct influence on environment through thei r buying and food waste disposal habits. They buy the packaging with the product. In time, p ackaging weight has decreased as compared to the packed product. Nevertheless, consumption patterns have generated a higher packaging volume because of the constant changes in demography and life styles. It is the volume of packaging and not so much its weight that attracts critical eyes (Calver, 2004). In addition, the predilection for pre-packed food has increased the amount of plastic waste within the general waste flow.

Product distribution and coordination strategies in a multi-channel context

Channel coordination plays a strategically important role in a multi-channel context. In this study, we focus on the strategic roles played by product distribution and coordinative structure with profit sharing in the multi-channel context. We use an analytical model to show that the brand differentiation is not a dominant distribution strategy to coordinate the channel conflict and improve channel performance; the manufacturer can sell identical brands through its online and traditional channels and actively employ a cooperative structure with profit coordination to maximize the entire distribution of channel profit and create a win–win channel strategy for each channel member. In addition, we also investigate the impact of an online channel on the whole distribution channel performance under the different structures. Our results show that coordinative market structure provides competitive advantages for the manufacturer to open an online channel, particularly for these manufacturers whose products are weakly compatible with the online marketing. Based on our results, we derive optimal market strategies for the multi-channel manufacturer and retailer.