Essays on Brand Competition Public
Koschmann, Anthony (2016)
Published
Abstract
The objective of this dissertation is to investigate brand competition. The dissertation examines the strategies of brand competition across different industries and product lifecycles. Essay 1 investigates the performance of co-branded products, which feature two brands in one product offering. Theory is developed that explains brands as having two types of overall consumer judgments, functional and emotional valuations, which interact along similar or different dimensions. The research utilizes aggregate panel data of consumer packaged goods. Essay 2 explores the supply side of illegal copies of brands. A theoretical framework links together four components of the market: legal demand, legal supply, illegal demand, and illegal supply, contesting whether the illegal side acts as a pure substitute. The analysis separates effects in the launch from post-launch periods of a class of information goods. Essay 3 presents the perspective that brands in a mature category face challenges in growing the brand. A focal tool used by managers is to introduce new branded variations to retain brand loyalty but also create differentiated product offerings. However, these offerings might create variety-seeking within the brand family. Studied here is whether households are loyal to a particular variety of the brand, or engage in switching within the brand.
Table of Contents
CHAPTER 1......................................................................... 1
CHAPTER 2......................................................................... 5
2.1 Introduction.................................................................. 5
2.2 Background................................................................... 7
2.3 Theoretical Development................................................8
2.3.1 Co-Branding and Secondary Brand Valuations............... 9
2.3.2 Co-Branding and Commonality Effects.........................11
2.3.3 Co-Branding and Complementarity Effects...................12
2.4 Methodology................................................................ 14
2.4.1 Co-Brand Performance Data........................................14
2.4.2 Consumer Mindset Data.............................................16
2.4.3 Controls................................................................... 17
2.4.4 Model...................................................................... 18
2.5 Results....................................................................... 22
2.6 Discussion...................................................................26
CHAPTER 3.......................................................................29
3.1 Introduction................................................................29
3.2 Theoretical Development..............................................31
3.2.1 Legal Supply: Screens................................................ 32
3.2.2 Legal Demand: Revenues............................................34
3.2.3 Pirated Supply: Seeders..............................................35
3.2.4 Pirated Demand: Leechers..........................................37
3.3 Methodology............................................................... 38
3.3.1 Data Sources.............................................................39
3.3.2 Measures...................................................................41
3.3.3 Opening Week Model.................................................43
3.3.4 Post-Launch Model....................................................45
3.3.5 Estimation................................................................46
3.4 Results........................................................................48
3.4.1 Opening Week Results...............................................48
3.4.2 Post-Launch Results..................................................50
3.5 Discussion...................................................................53
CHAPTER 4.......................................................................56
4.1 Introduction................................................................56
4.2 Theoretical Development..............................................58
4.3 Methodology................................................................63
4.3.1 Data..........................................................................64
4.3.2 Model........................................................................67
4.4 Results........................................................................ 68
4.4.1 Regular Coke.............................................................69
4.4.2 Regular Pepsi.............................................................70
4.4.3 Diet Coke...................................................................71
4.4.4 Diet Pepsi..................................................................72
4.5 Discussion....................................................................73
BIBLIOGRAPHY..................................................................77
TABLES............................................................................. 81
FIGURES.......................................................................... 103
APPENDICES....................................................................111
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