Zobrazeno 1 - 10 of 55 pro vyhledávání: '"Thomas Otter"'
1
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity
Autor: Andreas Strebinger, Thomas Otter
Publikováno v: Journal of Product & Brand Management. 32:500-516
Purpose Many consumer packaged goods (CPG) companies have increased the visibility of their corporate brand to consumers by adding a corporate logo (e.g. Unilever “U”) on the packaging of their product brands (e.g. Dove, Domestos, Lipton, Knorr)
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::f31f91104fdf91a7a69c3c70210c6638
https://doi.org/10.1108/jpbm-08-2021-3614
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2
Bayesian Consumer Profiling: How to Estimate Consumer Characteristics from Aggregate Data
Autor: Thomas Otter, Arnaud De Bruyn
Publikováno v: Journal of Marketing Research. 59:755-774
Firms use aggregate data from data brokers (e.g., Acxiom, Experian) and external data sources (e.g., Census) to infer the likely characteristics of consumers in a target list and thus better predict consumers’ profiles and needs unobtrusively. The
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::5b48615fa2959b5e21db3f26c7c8034f
https://doi.org/10.1177/00222437211059088
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4
Omitted budget constraint bias and implications for competitive pricing
Autor: Max J. Pachali, Peter Kurz, Thomas Otter
Publikováno v: Journal of Marketing Research. American Marketing Association
Standard choice-based conjoint models often ignore or insufficiently approximate consumers’ budget constraints, despite the prominent role of budget constraints in economic theory. The authors offer a theoretically motivated improvement to the choi
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b5111412a850054d973b59c9df84a873
https://doi.org/10.1177/00222437221145283
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5
Measuring Evidence for Mediation in the Presence of Measurement Error
Autor: Arash Laghaie, Thomas Otter
Publikováno v: Journal of Marketing Research. :002224372311518
Mediation analysis empirically investigates the process underlying the effect of an experimental manipulation on a dependent variable of interest. In the simplest mediation setting, the experimental treatment can affect the dependent variable through
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::f8bc98df9901e901ac0e19dfcd711700
https://doi.org/10.1177/00222437231151873
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6
Exact MCMC for Choices from Menus—Measuring Substitution and Complementarity Among Menu Items
Autor: Christian Neuerburg, Thomas Otter, Sanjog Misra, Tetyana Kosyakova
Publikováno v: Marketing Science. 39:427-447
We measure heterogeneous substitutive and complementary relationships between items in a menu sampling from the exact posterior of our model and showcase implications for optimal pricing.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::79c5b1a26a26586f3d96e4824ea4dcd4
https://doi.org/10.1287/mksc.2019.1191
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7
Estimating Network Effects in Two-Sided Markets
Autor: Thomas Otter, Oliver Hinz, Bernd Skiera
Publikováno v: Journal of Management Information Systems. 37:12-38
THE PROLIFERATION OF THE INTERNET HAS ENABLED PLATFORM INTERMEDIARIES TO CREATE TWO-SIDED MARKETS IN MANY INDUSTRIES. IN SUCH MARKETS, NETWORK EFFECTS OFTEN OCCUR WHICH CAN DIFFER FOR NEW AND EXISTING CUSTOMERS. THE AUTHORS DEVELOP AN INFLUX-OUTFLOW
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ff5ad9e0d94567195e4cfa1e94500143
https://doi.org/10.1080/07421222.2019.1705509
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8
How to generalize from a hierarchical model?
Autor: Thomas Otter, Max J. Pachali, Peter Kurz
Publikováno v: Quantitative Marketing and Economics, 18, 343-380. Kluwer Academic Publishers
Models of consumer heterogeneity play a pivotal role in marketing and economics, specifically in random coefficient or mixed logit models for aggregate or individual data and in hierarchical Bayesian models of heterogeneity. In applications, the infe
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::eacf87c8018f3641268913a09b3cd301
https://research.tilburguniversity.edu/en/publications/1e5141fc-e42e-4951-80a2-449ac31ae16c
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10
A Note on Confidence Intervals and Model Specification
Autor: Thomas Otter
Publikováno v: Marketing ZFP. 41:33-42
Empirical research in marketing often is, at least in parts, exploratory. The goal of exploratory research, by definition, extends beyond the empirical calibration of parameters in well established models and includes the empirical assessment of diff
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::e68cab773b8184229a8a220ab17e4530
https://doi.org/10.15358/0344-1369-2019-4-33
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