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Article

Ricardo Sellers-Rubio and Juan-Luis Nicolau-Gonzalbez

The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced…

Abstract

Purpose

The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced by the presence or absence of a store brand.

Design/methodology/approach

Several experiments have been conducted to test the validity of the decoy effect and rule out some explanations for the changes in demand that take place. The experiments consider three brands (two national brands and one store brand). All the brand names and prices employed in the experiment are real.

Findings

The results indicate that, as expected, the inclusion of a decoy in the choice set significantly increases the consumer’s relative preference for the promoted product; however, more importantly, the results also show that store brand consumers are more influenced by a decoy than national brand consumers.

Originality/value

This paper presents the first evidence of the decoy effect in the presence of store brands.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Francisco José Mas‐Ruiz, Juan Luis Nicolau‐Gonzálbez and Felipe Ruiz‐Moreno

The aim of this study is to examine the determining factors of a firm’s performance, as a direct consequence of its diversification strategy in its expansion into foreign…

Abstract

The aim of this study is to examine the determining factors of a firm’s performance, as a direct consequence of its diversification strategy in its expansion into foreign markets, considering certain factors like the market, the product and the company itself. As a novelty, the methodology employed uses the event‐study to estimate the excess of returns generated by its shares on the Stock Market, based on a sample of 35 expansion announcements into external markets corresponding to 11 diversifying companies. A regression analysis is also carried out to examine the impact of these factors, market, product and company, on the excesses in returns observed. The empirical application, carried‐out in Spain, has allowed us to detect that, on average, the impact of the news about a company’s expansion on the returns on its shares is positive; its determining factors being the speciality of the product offered and the level of development in the target country.

Details

International Marketing Review, vol. 19 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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