Substitutability and independence: matching analyses of brands and products

Foxall, G.R., James, V.K., Chang, S.W. and Oliveira-Castro, J.M. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management. 30 (2), pp. 145-160.

TitleSubstitutability and independence: matching analyses of brands and products
AuthorsFoxall, G.R., James, V.K., Chang, S.W. and Oliveira-Castro, J.M.
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.

JournalJournal of Organizational Behavior Management
Journal citation30 (2), pp. 145-160
ISSN0160-8061
YearJan 2010
PublisherTaylor & Francis
Digital Object Identifier (DOI)doi:10.1080/01608061003756414
Publication dates
PublishedJan 2010

Related outputs

Market segmentation in behavioural perspective
James, V.K., Chang, S.W., Oliveira-Castro, J.M. and Pallister, J. 2010. Market segmentation in behavioural perspective. Journal of Organizational Behavior Management. 30 (2), pp. 176-198.

Consumer-based brand equity and brand performance
Oliveira-Castro, J.M., Foxall, G.R., James, V.K., Pohl, R.H.B.F., Dias, M.B. and Chang, S.W. 2008. Consumer-based brand equity and brand performance. Service Industries Journal. 28 (4), pp. 445-461.

Permalink - https://westminsterresearch.westminster.ac.uk/item/903x5/substitutability-and-independence-matching-analyses-of-brands-and-products


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