Dissertation
Empirical explorations of consumer, brand, and retailer dynamics
Doctor of Philosophy (Ph.D.), Drexel University
Jun 2024
DOI:
https://doi.org/10.17918/00010659
Abstract
This dissertation is comprised of three projects which seek to better understand relationships between consumers, brands, and retailers. The first project studies the interaction between dynamic brand equity and retail media effectiveness. Using Diet Soda grocery sales data, I find that brands with high equity have lower price sensitivities and higher returns for using in-store display. The second project proposes a model for studying the heterogeneous treatment effects of a popular category management strategy (category captainship). This model allows us to study how store and category characteristics influence the effect of category captainship implementation. Finally, the third project proposes a measure for customer loyalty towards retailers by incorporating a new construct: category concentration. This will be the first step in providing firms with a retailer loyalty measure that uses transaction data only, avoiding the need for expensive and time consuming surveys. Together, these projects provide both substantive and methodological insights into the dynamic between consumers, brands, and retailers.
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Details
- Title
- Empirical explorations of consumer, brand, and retailer dynamics
- Creators
- Morgan Bale
- Contributors
- Elea Feit (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- x, 69 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Drexel University
- Other Identifier
- 991021890315104721