Brand Share Research Articles

Cross-border competition in the gasoline retail market: Impact of proximity at the German-Polish border

In this article, I analyze how persistently lower gasoline prices in Poland affect the prices set in the German border region. Based on a complete dataset of German gasoline prices and an assessment of driving distances between gasoline stations, I estimate the impact of one additional kilometer of distance to the nearest Polish competitor on the price charged by German gasoline stations. Following the fixed effects filtered estimator approach proposed by Pesaran and Zhou (2018) and controlling for various station characteristics, I find no evidence that German gasoline stations enter price competition with their Polish counterparts. My descriptive analysis of gasoline station infrastructure in the German border region reveals increasingly sparse gasoline station density when approaching the Polish border, along with an increasing share of premium brands. These results may reflect the effect of substantially lower taxes in Poland, discouraging German gasoline stations from locating near the border and effectively ruling out cross-border price competition. Although indirect, my findings suggest the presence of fuel tourism.

Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel

Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel

Analyzing Customer Sentiment and Brand Perception: A Comparative Study of Nike

This research paper investigates the role of social media in shaping brand perception and fostering community among customers, with a specific focus on Nike and its subsidiary Converse. Leveraging insights from a case study on footwearnews.com, we explore how Nike has successfully utilized social media platforms to enhance its market position, capturing 57% of the top footwear brand share. In contrast, Converse has struggled, contributing only 7% to the overall sales in the last season. To identify factors contributing to this disparity, we conduct a Twitter sentiment analysis comparing Converse with its major competitor, Vans. This study aims to uncover the underlying issues affecting Converse's market performance and provide actionable recommendations for leveraging social media to improve brand perception and sales.

Fashion Design Innovation on Market Share in Luxury Brands in South Africa

Purpose: The aim of the study was to analyze the fashion design innovation on market share in luxury brands in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Fashion design innovation plays a crucial role in enhancing the market share of luxury brands in South Africa by driving consumer interest and brand differentiation. Innovative fashion design enables luxury brands to create unique, trend-setting collections that capture the attention of high-end consumers, thereby increasing their market presence. By adopting cutting-edge materials, incorporating cultural elements, and utilizing advanced design techniques, these brands can effectively position themselves as leaders in the luxury segment. Unique Contribution to Theory, Practice and Policy: Resource-based view (RBV) theory, disruptive innovation theory & diffusion of innovations theory may be used to anchor future studies on fashion design innovation on market share in luxury brands in South Africa. In practice, adopting sustainable design practices such as using eco-friendly materials and transparent manufacturing processes can significantly boost a luxury brand’s market share. From a policy perspective, governments and industry bodies should promote sustainability in fashion through regulatory frameworks and incentives. Policies could include subsidies for sustainable materials, certifications for eco-friendly products, and regulations encouraging transparent production processes.

PT Garam's Salt Pricing Strategy In Maintaining Salt Price Stability at The Farmer Level

The purpose of the study is PT Garam's Salt Pricing Strategy In Maintaining Salt Price Stability at The Farmer Level. This research design uses a quantitative research approach This type of research uses descriptive research methods. By paying attention to the SWOT matrix, the strategy that can be done by the company is to lay a solid foundation to prepare itself for excellent performance on farm by modernizing and mechanizing fencing, infrastructure development, preparing human resource and corporate capacity building the off farm sector through downstream salt derivative chemical industries (Soda Ash Factory, Cosmic Soda and Pharmaceutical Salt) as well as strengthening marketing and sales strategies to strengthen PT Garam's product brand and Increase market share for processed salt (both table salt and lifestyle salt). Other potentials are affirming the legality of ownership of PT Garam (Persero) Surabaya office, port cooperation with private and state-owned enterprises, changing the ownership status of Garam Islamic Hospital, developing and optimizing the area around the head office of PT Garam (Persero) in Kalianget as heritage and tourist visits.

Assortment and range policy for the subcategory “Strong Alcoholic Drinks” of three Moscow retail chain stores

The purpose of the work is to analyze the predicted and actual assortment of the subcategory “Strong Alcoholic Drinks”, as well as to identify the main directions of assortment policy for this subcategory. It was established that the trade range of strong alcoholic drinks in the surveyed stores of three retail chains in Moscow was represented by 6 types and 115 varieties (mainly due to trademarks, their modifi cations and trade articles). This assortment is characterized by high stability, harmony, rationality, and a low degree of updating, which allows it to be identifi ed as expanded and rational. An analysis of the brand assortment of strong alcoholic drinks by country of origin shows that the share of Russian drink brands prevails in all types, except whiskey. The examination revealed the presence of strong alcoholic drinks from 10 importing countries in the trade assortment, but their share is signifi cantly smaller. It was revealed that the assortment policy of the surveyed stores in the subcategory “Strong Alcoholic Drinks” was characterized by stabilization of the product range, deepening of the brand assortment, and its harmonization.

Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.

War on Aisle 5: Casualties, National Identity, and Consumer Behavior

A growing body of research argues that external threats from the international system strengthen ethnocentrism and authoritarianism, personal values anchored in national identity. We evaluate a necessary implication of this argument, that these shifting values drive change in broader social behaviors. Our focus is revealed value change in a non-political setting: American consumers’ choice of supermarket brands that symbolize national identity. Our empirical analyses leverage US counties’ quasi-random exposure to US Iraq War casualties to identify the effects of local casualties on the weekly market share growth of “American” supermarket brands. We analyze weekly supermarket scanner data for a representative sample of over 1,100 US supermarkets and 8,000 brands. During 2003-2006, the weekly market share of American brands grew relative to non-American brands in casualty-exposed supermarkets. Variation in share growth across customer demographics is consistent with reactions to external threat. We rule out alternative mechanisms including partisan cues, other product characteristics, and animosity towards other countries. These findings strengthen IR’s theoretical microfoundations by showing that international politics can reshape values enough to change broader social behaviors.

Penetration, Loyalty, Brand, and Market Share: a Global Replication and Extension

Penetration, Loyalty, Brand, and Market Share: a Global Replication and Extension

Market Share and Purchase Influencing Factors of Various Pesticide Brands in Uttar Pradesh

The worldwide consumption of pesticides is about two million tons per year. Out of which 45 percent is used by Europe alone, 25 percent is consumed in the USA, and 25 percent in the rest of the world. The three most commonly used pesticides are HCH (only gamma-HCH is allowed), DDT and Malathion, and these account for about 70 percent of the total pesticide consumption. India’s consumption of pesticide is only 3 percent of total world’s consumption of pesticides. Among different classes of pesticide, contribution of insecticide (60 percent) is high followed by fungicide (19percent), herbicide (16percent), Bio-Pesticide (3percent) and others (3percent). It is estimated that 18- 20 percent of total pesticides used in the country are applied on vegetables. The Government of India regulates the production, import, Sales, and use of pesticides through the Insecticides Act, 1968. The market in India is highly dominated by the foreign players. Bayer AG is the largest agrochemical producer in the world. Some of the big names include Yara International ASA, BASF, Bayer Crop Science Limited, Indofil Industries Limited, Makhteshim Agan Industries Ltd, Dow Agro Sciences, Monsanto, Syngenta, Aventis, Agrium etc. This study show the market shares of various brands in which 15.15% share in insecticides was Pexalon of Corteva Agriscience, 14.70% chess of Syngenta,13.16% of coragen(FMC India Pvt. Ltd.) and remaining others. In market share 33.09% Indofill Industries, 18.23% UPL and rest in remaining. The retail trade influence was maximum on the farmers and ranked I followed by influence from company representative ranked II. Farmers meeting, distribution of literature and samples, through participation in fairs and wall painting were moderately influencing factors, which were ranked fourth, sixth, and seventh.

Commercial Casualties: Political Boycotts and International Disputes

Abstract We explore whether international disputes harm commerce by galvanizing consumer boycotts of foreign products. Boycotts increase the social penalty of owning goods associated with a foreign adversary, offsetting individual incentives to free ride or discount the utility of participation. By harming international commerce, boycotts can help reveal information about resolve and avoid more costly forms of conflict. Using administrative data on the universe of new passenger vehicle registration records in China from 2009 to 2015, we demonstrate that consumer boycotts that arose amid tensions between China and Japan over a territorial dispute in 2012 had significant and persistent effects on vehicle sales, especially in cities that witnessed anti-Japanese street demonstrations. The market share of Japanese brands dropped substantially during and after the boycott with long lasting effects. Our analysis provides concrete evidence of the short- and long-term impacts of international tensions on economic activities.

Stakeholder expectations and contributions to creating a market for automated, connected, electric and shared vehicles

An increasing number of companies develop innovative vehicle solutions to further sustainable transportation. One promising direction is the combination of automated, connected, electric and shared (ACES) vehicles. Due to the multitude of stakeholders involved in such an undertaking and their diverging interests, capabilities and roles, a shared vision is essential to foster productive collaboration. This study takes a brand development perspective and evaluates the degree to which stakeholders align regarding the ambition, potential and strategic pathway of the ACES brand. An expert survey involving 28 ACES stakeholders identifies numerous themes on which stakeholders agree, for example, the potential social and environmental benefits of ACES, but also a number where they disagree, for example, the legitimacy of different stakeholders in managing the stakeholder network or the degree to which all four technologies are necessary to create more sustainable mobility solutions. Consequently, the research proposes a shared brand understanding for ACES to help align the often conflicting expectations of different stakeholders. The key recommendation is to ask consumers and cities to play a central role in fostering stronger co-creation and cooperation within the stakeholder network. While the former group is essential to motivate technology providers to continue research efforts, the latter plays a decisive role in creating a regulatory framework that enhances the appeal of ACES in comparison to alternative modes of transport. Further research is necessary to understand the most appealing incentives (whether economic, social or moral) to leverage joint efforts in shaping the ACES brand.

Assortment management digitalization as a factor of increasing the competitiveness of beer and beverage producers in the Russian region

The article studies current trends in consumer behavior that affect the beer and beverages market with the help of electronic technology. The peculiarities of behavior of beer and alcoholic beverages buyers during a crisis have been noted. The paper presents an analysis of alcoholic beverage groups sales structure in natural and monetary terms, identifies structural shifts in the beer market, and shows a trend for an increase in the market share of local brands. Dynamics of retail price of one liter of beer compared with the volume of the Russian beer and beer drinks market in 2017–2022 has been analyzed. The article concludes that the range of local brands and production of innovative products should be expanded. The possibilities of using electronic technologies in assortment management in the beer and beverage market have been shown. Enterprises producing beer and soft drinks need to analyze big data on an ongoing basis, as well as use digital tools for interacting with consumers. The possible path of consumers in the beer and beverages market based on these tools has been described. The article also shows dynamics of the emergence of new brands in the carbonated drinks market, considers possibilities of developing the assortment policy of domestic beer and beverage producers in this direction, and describes global and regional features of growing segments, such as functional, energy and sports drinks, non-alcoholic cocktails, as well as non-alcoholic beer and wine options.

Ceramic implants - towards a stronger evidence base - Opinion Paper

Commonly lost among personal preferences and scattered clinical results, ceramic implants have been commonly regarded as a therapeutic solution “of last recourse”, “holistic only” or “if the patient is allergic” procedures. While the clinical possibility of mechanical breakdown and the phantom of breakage and catastrophic failure has always been present, the aesthetic qualities of ceramic have been widely lauded. With alumina and other materials were randomly failing in clinical trials, the use of titanium reached new heights during the 90´s and early 2000´s. The 1981 Toronto conference set the tone for the development of new titanium surfaces, connections, and microgeometries, transforming dental practice and clinical protocols. In a quest to dominate the titanium dental implant market, it was an era of ambitious organizations such as NobelBioCare ™, Straumann ®, Astratech ®, Dentsply Sirona, Biomet 3i ® among others. Survival curves shot up to 98% and osseointegration time was cut in half (88/89 % for the machined Branemark implant). The “Titanium train” had left the station, more of a TGV than a steam locomotive with brand and market share (and demand from clinics) ruling out any possibility of the use of an alternative biomaterial.

Brand Origin Effects During Economic Declines: Evidence from an Emerging Market

Drawing on the signaling theory perspective, this study examines the effect of perceived country of origin on brand performance during economic contractions. The authors specify an econometric model linking brand market share to recession periods and analyze the interaction with brand origin perception. They test the model on four years of longitudinal data on consumer packaged goods brands combined with a self-administrated consumer questionnaire to infer consumers’ perceptions about brands’ origins. The authors find that economic contractions differentially affect brands with different country-of-origin perceptions. The results indicate that the market share of brands that customers most identify as domestic suffers more damage during contractions than brands they perceive as foreign. The main contribution of this article is in generating a better understanding of brands’ resistance to economic contractions based on their perceived country of origin. Moreover, the authors provide strategic recommendations to brands based on their origin perception and the country's economic situation.

Performance evaluation of family business strategic transition based on the 2-tuple linguistic neutrosophic number multiple attribute group decision making

Since 2010, China’s traditional industry has entered a critical stage of development and enterprise reform and development is imminent. Product homogenization is serious in this market, so that the competition among enterprises is fierce. At the same time, international brands continue to enter the Chinese consumption market, which intensifies the competition and seriously squeezes the market share of Chinese local brands. However, the popularization and development of the Internet and the change of people’s consumption concept and level make the market put forward higher requirements for the development of business operation and many traditional family enterprises have embarked on the road of transformation. It is of great significance and value to clarify the influence of internal factors of family enterprises on strategic transformation. The performance evaluation of family business strategic transition is really a multiple attribute group decision making (MAGDM) problems. In this paper, the 2-tuple linguistic neutrosophic number grey relational analysis (2TLNN-GRA) method is proposed along with on the traditional grey relational analysis (GRA) and 2-tuple linguistic neutrosophic sets (2TLNNSs). Firstly, the 2TLNNSs is introduced. Then, combine the traditional fuzzy GRA model with 2TLNNSs information, the 2TLNN-GRA method is established and the computing steps for MAGDM are built. Finally, a numerical example for performance evaluation of family business strategic transition has been given and some comparisons is used to illustrate advantages of 2TLNN-GRA method.

Analysis of Li Ning's successful transformation under positioning theory

"Li Ning" is a well-known Chinese sporting goods company ("Li Ning Company") The brand had achieved great success in the Chinese market. However, due to increasingly tough international competition and the increasing proportion of the market share of foreign brands in China, Li Ning's business situation between 2012 and 2015 was not promising. Against this backdrop, Li Ning took the initiative to transform the company's brand strategy with a new image and a new slogan and achieved significant results. 2015 saw Li Ning end three consecutive years of losses. After reversing the crisis, Li Ning underwent another comprehensive strategic adjustment, with the brand focusing on rejuvenation and internationalisation. this adjustment had little effect in the short term but achieved the desired results in the long-term adjustment and refinement. in 2022, Li Ning, the leading Chinese professional sports brand, made its debut on the list of top 50 apparel brands released by strategic consulting firm Brand Finance and became Li Ning the fastest growing brand on the list. This paper analyses Li Ning's business strategy using positioning theory in the context of the company's recent financial statements and considers the company's successful transformation. By analysing the reasons for Li Ning's successful transformation, the paper provides a reference for other sports brands and points out the specific role of positioning theory in brand transformation

Shared Brand Equity

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.

DETERMINANTS OF CUSTOMER LOYALTY TOWARDS WATSONS PRIVATE LABEL BRANDS: MODERATOR ROLE OF HEALTH CONSCIOUSNESS

Private label is rapidly placing great significance throughout the world nowadays with the brands are now being available in almost every product category. It refers to a range of products offered by a retailer under its own brand name and are usually cheaper than branded items. From the initial focus on low price strategy, private brands step into a quality and status positioning which using benefits from the retailers own private brand image. In the other words, private brands launched by retailers are not merely competing in terms of price, but also strived to access a significant market share traditionally owned by manufacturers. Even though private label brands are getting well-known and becoming more relevant to customers throughout the world, it is still not gaining the momentum in Asian market. The growth of private label brand was slow and considered as under developed in Asian region. In relation to the case of Watsons Malaysia, its market share of private label brands was lower than 1%, as compared with 45% in Switzerland and 8% in Singapore. This is despite having significantly huge loyalty card members in Malaysia. Thus, the general aim for this conceptual paper is to propose several factors that can be used to determine the relationship between those factors and customer loyalty of Watsons private label brands as well as the moderating effect of health consciousness in those relationships. Therefore, this paper has proposed several propositions with regards to the aim identified earlier; Proposition 1: Price influences the customer loyalty towards Watsons private label brands. Proposition 2: Perceived Quality influence the customer loyalty towards Watsons private label brands. Proposition 3: Perceived Value influence the customer loyalty towards Watsons private label brands. Proposition 4: Health consciousness moderates the relationship between price, perceived quality, perceived value and customer loyalty.

Going ‘Super Value’ in New Zealand: cigarette pricing strategies during a period of sustained annual excise tax increases

BackgroundBetween 2010 and 2020, the New Zealand (NZ) Government increased tobacco excise tax by inflation plus 10% each year. We reviewed market structure changes and examined whether NZ tobacco companies...