Reputation and Advertising of Collective Brand Members in the Wine Industry: The Moderating Role of Market Share
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Título: | Reputation and Advertising of Collective Brand Members in the Wine Industry: The Moderating Role of Market Share |
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Autor/es: | Sellers Rubio, Ricardo | Mas-Ruiz, Francisco | Sancho-Esper, Franco |
Grupo/s de investigación o GITE: | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Advertising | Collective brand | Company reputation | Wine |
Área/s de conocimiento: | Comercialización e Investigación de Mercados |
Fecha de publicación: | 16-feb-2021 |
Editor: | Cambridge University Press | American Association of Wine Economists |
Cita bibliográfica: | Journal of Wine Economics. 2021, 16(2): 169-188. https://doi.org/10.1017/jwe.2020.52 |
Resumen: | This paper analyzes the nonlinear relationship between the advertising investment and reputation of collective brand members in an experience goods industry, as well as the moderating role of their market share within the collective brand. The central assumption is that the quality reputation of collective brand members has a positive effect on their advertising investment until a reputation threshold is reached, after which the effect on advertising investment becomes negative. This change in the slope is explained by the information sets (firm reputation and collective reputation) used by consumers to reduce uncertainty, which leads to a weaker motivation for the firm to invest in advertising. In addition, scale economies of advertising mean that the market share of collective brand members negatively moderates the curvilinear relationship between quality reputation and advertising investment. The results for a sample of 176 companies in a Spanish experience goods industry (i.e., winemaking) between 2004 and 2014 show an inverted U-shaped relationship between the advertising investment and reputation of collective brand members. The results also show that market share negatively moderates this curvilinear relationship. |
URI: | http://hdl.handle.net/10045/115161 |
ISSN: | 1931-4361 (Print) | 1931-437X (Online) |
DOI: | 10.1017/jwe.2020.52 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © The Author(s), 2021. Published by Cambridge University Press on behalf of American Association of Wine Economists. This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited. |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1017/jwe.2020.52 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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Sellers-Rubio_etal_2021_JWineEconomics.pdf | 281,24 kB | Adobe PDF | Abrir Vista previa | |
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