Resource Library - Marketing - Research

2009: The Year of Metrics for DOOH Advertising
Every year, DOOH evangelists prognosticate, “This year will be the year for digital signage to become a viable advertising medium.” For that to occur, advertisers need some proof.

Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management
(Abstract) This article poses the argument that marketing profits lead to more informed promotion decisions, thus increasing retailer profitability. A methodology for determining marketing profits is presented.

An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment
(Abstract) Consumers' product involvement and brand commitment have been found to have an influence on the products chosen, the evaluation of products, and the impact of brand information on choice.

An Empirical Study of Consumer Switching From Traditional to Electronic Channels: A Purchase-Decision Process Perspective
(Abstract) There are a number of factors that may impact a consumer’s tendency to switch from store to online purchasing. Five online consumer types are identified.

Applied Science Creates the Exceptional Customer Experience and Increases the Bottom Line
This article introduces a battle-tested, systematic, science-based way of thinking, called Rule-Developing Experimentation (RDE) and its associated knowledge tool, IdeaMap. RDE systematically experiments to create a compelling customer experience.

Boost Your Marketing ROI with Experimental Design
(Abstract) This article explores the benefits of using the statistical marketing tool known as Experimental Design over traditional market testing techniques.

Building Store Loyalty Through Store Brands
(Abstract) The authors of this article advance the idea that selling quality store brands can increase both store loyalty and overall retailer profits.

Competing in a Value-Driven World
(Abstract) Recent trends have shown a shift in consumer preference from traditional retailers to value retailers. Five tactics traditional retailers should adopt to respond to this increasing competition are addressed.

Complementarities Between In-Store and Supply Chain Technologies: An Empirical Analysis of Food Retailing Operations
(Abstract) This article assesses the financial performance associated with implementing in-store and supply chain information technologies in bundles.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
(Abstract) The concept of customer-based brand equity explains how a consumer’s brand knowledge impacts his or her response to particular marketing activities. Some guidelines for managing customer-based brand equity are presented.

Construing Consumer Decision Making
(Abstract) Summary of an article in which the authors discuss construal-level theory and how it can be used to develop products and marketing strategies.

Consumer Responsiveness to Mobile Marketing
(Abstract) The implications of delivering marketing messages through cell phones are not yet fully known. This article presents a study designed to determine consumer responsiveness to mobile marketing methods compared to other methods.

Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications
(Abstract) This article describes a model to be used by retailers to construct retailer equity indexes that can be used to quantify store brand equity for a number of purposes.

Digital Signage in Malls
Digital signage is a recent addition to the communications mix of shopping mall marketers. This article reports on Brunel University (UK) studies into improvements in marketing and image that can be generated.

Establishing Retail Digital Signage as a New Medium and Measuring its Effectiveness
In this Working Paper PRI addresses whether RDS is capable of having a measurable impact upon consumer shopping behavior to substantiate its inclusion in the marketing mix. To date, marketing measurements have failed to keep pace with technology.

Estimating Differential Lag Effects for Multiple Media Across Multiple Stores
(Abstract) This article summarizes a study that tested the extent to which an advertising campaign using radio and billboard advertising during one period impacted sales in a subsequent period.

Failure in International Retailing: Research Propositions
(Abstract) Some of the factors that may result in failure for retailers attempting to operate an international business are addressed in this article.

How Category Characteristics Affect The Number of Store Brands Offered by the Retailer: A Model and Empirical Analysis
(Abstract) A study is presented expanding prior research by finding that having multiple store brands in one merchandise category may maximize retailer profits.

How Promotions Work
(Abstract) Brand marketers are said to spend more on promotions than advertising. The central issues affecting promotional spending are discussed.

Impulse Buying: Modeling its Precursors
(Abstract) A model for understanding what drives consumer impulse purchases is presented. It is believed that impulse sales can be increased if retailers learn to use this approach.

It's All in the Mind
Through an in-depth interview, insight into the psychological approach that Pixel Inspiration takes toward the digital signage industry is presented.

Leveraging the Impact of Retail Digital Signage Advertising Through Behavioral Merchandising
In this Working Paper PRI details the benefits associated with Retail Digital Signage, and introduces the methodology of Behavioral Merchandising. BEM predicts and influences consumer purchase behavior in-store by messages delivered via digital signage.

Linking Retail Strategy, Atmospheric Design and Shopping Behavior
(Abstract) The environment of a store can significantly impact shopping behavior. This article details an approach that integrates store design into the strategic planning process.

Managing Advertising and Promotion for Long-Run Profitability
(Abstract) The short and long-term effects of promotions and advertising on consumer purchase behavior relative to brand choice and purchase quantity are presented.

Measurement and Interactivity
Summary of the discussion at the DS conference in Munich in Oct. 2009 on the need for Pan-European standards in the DS industry.

Measuring Brand Equity Across Products and Markets
(Abstract) This article describes 10 measures of brand equity that can be applied as a framework for developing a measurement model of retail brand equity.

Name Brand Owners on the Defense
Brand owners are facing their biggest challenge since the 1990s as retailers expand their private label lines at the expense of name brands on the same shelf. Some of the world’s largest vendors have cut prices and increased marketing to slow this trend.

Power of Prediction
Building on the concept of relevant communications, predictive analytics is the use of data and statistical methods to predict consumer behavior, leading to development of appropriate strategies and tactics.

Reaching Generation Y Through Digital Networks
The explosion of online video usage is especially important to younger audiences, and in particular Generation Y, whose rules of engagement dictate efficient, digested and open communication about products and services.

Relationship Hindrance: Why Would Consumers Not Want a Relationship with a Retailer?
(Abstract) It is believed that relationship marketing tactics often fail due to a lack of focus on consumer benefits. The various drawbacks of customer loyalty programs are presented.

Report Finds That Top Brands Using DS Increase Brand Awareness
A summary of a research report by Aberdeen Group on the use of DS by leading brands to deliver messages to their customers.

Retail Micro-Marketing: Strategic Advance or Gimmick?
(Abstract) This paper advances the idea that micro-marketing provides the in-depth understanding of consumers needed to attract loyalty-prone customers.

Retailing Management
(Abstract) “Retailing Management” is the most widely used textbook covering retailing and an essential read for any business student.

Return on Marketing: Using Customer Equity to Focus Marketing Strategy
(Abstract) This paper discusses how changes in customer equity can be financially modeled to target marketing expenditures in light of the finite amount of resources often dedicated to marketing efforts.

The 70% Rule Revisited: Consumer In-Store Decision-Making and the Transformational Impact of Digital Signage
This article explores the role digital signage can play in the often touted rule that 70 % of purchases are made in the store. For a brand considering in-store advertising, the purchase and operation of digital signage is a significant opportunity.

The Effects of Wait Expectations and Store Atmosphere Evaluations on Patronage Intentions in Service-Intensive Retail Stores
(Abstract) The authors of this article present three ways to effectively reduce wait expectations and discuss ways that the customer’s perception of wait time can be positively impacted.

The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention
(Abstract) A methodology for measuring the impact of loyalty programs on long-term customer retention is detailed.

The Magnitude of Menu Costs: Direct Evidence From Large U.S. Supermarket Chains
(Abstract) Changing prices is a complex process. This paper provides insight into the costs associated with changing prices at four U.S. supermarket chains, and discusses the implications of these costs.

The Selection and Pricing of Retail Assortments: An Empirical Approach
(Abstract) Retail assortment can greatly impact category profits and customer retention. This paper details an experimental methodology designed to determine more profitable retail assortments and predict sales and profitability more accurately.

Understanding Retail Branding: Conceptual Insights and Research Priorities
(Abstract) Understanding the attributes of retail brand equity is useful for retailers desiring to improve their image and distinguish themselves from the competition. The attributes of retail brand equity are discussed.

Unseen is Unsold: Assessing Visual Equity with Commerical Eye-Tracking Data
(Abstract) The study presented by this paper examined the effect of POP advertising on a brand’s purchase consideration in-store. Eye-tracking technology was used to measure a consumer’s visual attention.

Watching a Screen
This article highlights a momentous research study regarding Americans’ exposure to “visual content,” including how, where, how often, and for how long the exposure occurs.

Welcome to the New World of Merchandising
(Abstract) By analyzing inventory and sales data, the authors argue that merchandising optimization software systems can help to predict demand.

What's Wrong With Wal-Mart is What's Wrong With America
Wal-Mart is the largest company on the planet. What is ailing Wal-Mart domestically is more illustrative of what is ailing America, which is simply a mature, slowing economy.

Where the Rubber Meets the Road: A Model of In-Store Consumer Decision Making
(Abstract) Specific factors can affect in-store purchases. This article presents a model that provides a basis for better understating the in-store decision-making process and consumer-specific factors on choice behavior.

Why Store Brand Penetration Varies by Retailer
(Abstract )This article presents findings that store brand penetration results in significant variation in different geographic markets, among retailers in the same markets, and by product category.