Measuring the Interrelationships between Consumers, Brands, and Retailers using Bayesian Models
Location:
Ph.D. Candidate Morgan Bale of Marketing Department will be defending her dissertation proposal titled, “Measuring the Interrelationships between Consumers, Brands, and Retailers using Bayesian Models” on 08/03/2022.
The time and location of her proposal defense is 10am-11:30am, over zoom.
Many thanks to Morgan’s dissertation committee: • Committee Chair: Elea Feit-Associate Professor-Drexel University • Committee Member: Michaela Draganska-Associate Professor-Drexel University • Committee Member: Jillian Hmurovic-Assistant Professor-Drexel University • Committee Member: Eric Bradlow-K.P. Chao Professor & Vice Dean of Analytics-University of Pennsylvania • Committee Member: Jeff Dotson- Professor-Brigham Young University
Abstract: In this work I propose three projects to further marketing research in understanding relationships between consumers, brands, and retailers. The first project studies the relationship between brands and consumers by providing a novel model to measure dynamic brand equity. Using grocery panel data, we provide insights into how the strength of a brand influences price sensitivity, product level marketing, and brand level marketing heterogeneously across brands. The second project explains the heterogeneous effects of a popular category management strategy (category captainship) across both stores and categories, describing when category captainship is most effective for a retailer. This project is the first empirical category captainship work to analyze cross-category effects. Finally, the third project proposes a model for measuring customer loyalty at the store level by building on BTYD frameworks, and incorporating a new construct: category concentration. This model is the first step in providing firms with a store loyalty measure that uses transaction data only, avoiding the need for expensive and time consuming surveys. Together, these projects provide substantive insights into the dynamic between consumers, brands, and retailers, but most importantly further the modeling literature on how to examine these relationships using Bayesian and causal inference methods.
