دانلود رایگان مقاله لاتین عملکرد نام تجاری سهام بازار از سایت الزویر
عنوان فارسی مقاله:
یک تجزیه و تحلیل متقابل بین سهم بازار و سایر معیارهای عملکرد نام تجاری در بازارهای FMCG
عنوان انگلیسی مقاله:
A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature
2.1. Relationships between brand market share and key performance measures The strong relationship between market share and other metrics (e.g. penetration rate) was first identified by McPhee (1963) for forms of entertainment (e.g. radio shows and movie stars). The same pattern was found in brand purchases over time by Goodhardt, Ehrenberg, and Chatfield (1984). He found that brands with smaller market shares had fewer and less loyal customers. Thus, a small share brand has multiple problems due to its size. While purchase frequency and purchase loyalty do vary somewhat with market share, these measures are more consistent across brands of varying market share than is the penetration rate (Ehrenberg et al., 2004; Sharp, 2010). Despite the compelling evidence from various studies, the literature is still not conclusive with respect to the generalizability of the relationships among brand performance measures. A competing body of research has documented the existence of discrepancies (e.g., Bass and Wind, 1995; Kearns et al., 2000; Pare, Dawes, and Drisener, 2006) and called for a systematic examination on the deviations from the observed patterns (e.g., Ehrenberg et al., 2004; Kearns et al., 2000; Scriven and Bound, 2004; Doyle et al., 2013). 2.2. Limitations and proposed extension of current research 2.2.1. Metrics to quantify the strength of the relationships The first and most obvious shortcoming in this stream of research is the lack of quantification of the relationships between market share and other key brand performance metrics (penetration, purchase frequency, share of requirements, etc.). For example, Uncles, Ehrenberg, and Hammond (1995) describe the following buying patterns in FMCG categories: “The market shares differ greatly.” “The brands also have very different numbers of buyers, in line with their market share.” “In contrast, the average purchase frequencies are much more similar.” “But, there is a small downward “Double Jeopardy” (DJ) trend with market share.” In a discussion of developing empirical generalizations, Bass and Wind (1995) identify a hierarchy of approaches starting with informal “eye balling” of data to identify regular patterns and ending with formal meta-analysis of empirical results. The existing evidence documenting and discussing the presence of strong relationships among brand performance measures in FMCG markets is much closer to the informal “eye ball” approach than other methods used in generating empirical generalizations.
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کلمات کلیدی:
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