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This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands.

The analysis uses a comprehensive consumer transaction dataset that includes the actual introduction of four cobranded extensions. The authors develop a conceptual framework and three empirical models to explain how consumers' prior experience with the parent brands affect their trial and repeat purchase behaviors, and how their experiences with the cobranded extensions further affect parent brand purchases.

The results from the study indicate that repeat purchases are higher for consumers with more joint purchase incidences in both host and ingredient categories when they have complementary features. In contrast to existing research on single‐brand based extensions, it is found that host brand loyalty has a positive effect on both trial and repeat purchases when the host brand is not a market‐leader. Due to the introduction of the cobranded extension, host brand experiences a negative spillover whereas ingredient brand experiences a positive spillover.

The results from the study suggest that while initial targeting for the cobranded extension should be focused on consumers who are loyal to both host and ingredient brands, later targeting should be focused on consumers who are loyal to only the host brand.

The study contributes to the existing literature on cobranded extensions by using actual purchase data to analyze the adoption of cobranded extensions.

The purpose of this paper is to attempt to test whether price and quality have any influence on customer repeat purchase probability. Managers should know the strategic determinants of repeat purchase probability to retain customers.

Primary data were gathered on repeat purchase, price and quality via a survey of 400 customers of two brands in the Business-to-customer (B2C) sector. Then 380 × 4 data points to a logit model were fitted to estimate the effects of price and quality on customer repeat purchase probability.

It was found that price, quality and price × quality influence customer repeat purchase probability substantially. Furthermore, the elasticities of repeat purchase probability to price and quality are quite high in both cases.

Managers should use elasticities to determine how to allocate funds between price and quality to maximize repeat purchase probability.

In view of the complexity of customer repeat buying behavior, this study deals with one aspect or feature of the total process, which does not mean that it has no value. By confirming two strategic determinants of customer repeat purchase probability and suggesting a simple rule of fund allocation, this work definitely adds some research of value to the relevant marketing literature.

This article seeks to present an overall framework within which the various major modelling techniques may be judged, in a non‐technical way, in contrast with the more usual isolated descriptions and discussions of individual techniques.

This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non‐loyal users and non‐users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects.

This paper aims to identify the dimensions of a firm’s service innovation competence. This paper also aims to establish the relationship between a firm’s service innovation competence dimensions and customer-oriented service innovation configurations and customer adoption. This study probes the supply side of service innovation to assess the key drivers or capabilities that influence the service innovation process at the firm level.

This study uses the triangulation method using existing theoretical concept supplemented by 18 in-depth interviews of senior level managers from service firms from three sectors – hospitality, mobile telecommunication services and financial services. The interview findings were supplemented by 12 service innovation case studies (four from each sector). Content analysis of in-depth interviews was performed using three raters, and inter-rater reliability was tested. Case studies were categorized in terms of the strength of the innovation competence dimension observed.

Based on the content analysis of the interviews and categorization of case study observations, six distinct dimensions of the firm’s service innovation competence were identified. Four attributes of each dimension were also identified. Based on the interview insights and case observations, seven propositions are suggested, and a conceptual framework is presented to establish the relationship between the firm’s service innovation competence dimensions and service innovation configurations and customer adoption.

This study was conducted in the Indian context and remains to be tested using quantitative research. Therefore, researchers are encouraged to test the proposed framework in a different geographical context to ascertain its validity.

The conceptual framework presented in the paper may help managers of service firms in building innovation capabilities that are relevant to development of customer-oriented innovations. This would lead to better customer adoption of their new services.

This paper fills an important knowledge gap regarding the dimensions of a critical supply-side component of service innovation, that is, innovation competence. Clear identification of competence dimensions and their relationship with customer adoption extends the current knowledge on service innovation.

The new product development process comprises a series of information‐gathering phases intended to reduce the uncertainty which surrounds the management of innovation. To the extent that this is a rational process, new product failures can be attributed to a lack of high quality, relevant information for decision making. In view of the particularly high failure rate for consumer non‐durables, it makes sense to look critically at the quality of market research information employed in new product decision making. Concept and product tests, which rely heavily on measures of attitude and intention, are very frequently used to gain such information relatively early in the innovative process, but, while they have sometimes been indicted for their inability to predict managerially‐useful aspects of new brand choice, there appears to have been no attempt at understanding why they are often ineffective. Without this understanding it is impossible to suggest an alternative approach. There is no panacea for the problem of predicting consumer choice in new product development but there is great need to come to grips with this problem. This article attempts to provide the necessary understanding and suggests an alternative means of conceptualising the attitude — intentions — behaviour relationship in marketing.

Despite the existence of some research into habitual behavior, there is a noticeable lack of investigation into its determinants. Since the only influential factor generally discussed is brand awareness, our study includes other factors in order to provide a complete understanding of the determinants of habitual behavior. We consider the influence of various marketing and demographic factors on consumers’ habitual behavior towards national and leading brands of low involvement products in mainland China. A conceptual model is proposed and logistic regression used to analyze data on southwestern China, with the results indicating that all four marketing factors, brand awareness, perceived quality, channel convenience and price, exert significant influences on habitual behavior. The results further suggest some discernible demographic features of habitual buyers. Marketing implications are also discussed, highlighting in particular, the association between “satisfaction” and “channel convenience”, which is clearly demonstrated as the critical determinant for retaining leading brand consumers.

How a measure of consumer commitment can reduce the high failure rate of new product launches was the subject of the award winning paper at this year's congress of the European Society for Opinion and Marketing research.