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Substitutability and independence: matching analyses of brands and products

Foxall, Gordon Robert, Wells, Victoria Kate, Chang, Shing Wan and Oliveira-Castro, Jorge M. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management 30 (2) , pp. 145-160. 10.1080/01608061003756414

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Abstract

This article presents a comprehensive examination of panel data for 1,847 consumers and 2,209 brands of “biscuits” (a total of 76,682 records) in which matching analysis is employed to define brand substitutability and potential product clusters within the overall category. The results indicate that, while brands performed as expected as perfect substitutes for one another, five subcategories of biscuits into which the brands were divided (chocolate biscuit countlines, chocolate-coated biscuits, filled biscuits, plain sweet biscuits, and savory biscuits) generally performed as separate products. Matching provided a graded measure of substitutability/nonsubstitutability of brands and products, and thereby contributed to their definition.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Matching ; Consumer behavior ; Substitutability ; Brands ; Food products
Publisher: Taylor & Francis
ISSN: 0160-8061
Last Modified: 10 Oct 2017 13:50
URI: http://orca.cf.ac.uk/id/eprint/20153

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