Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage

First-Mover Advantage Through Distribution: A Decomposition Approach

“…This mechanism would predict the sales per store would be permanently higher for the …rst entrant, after controlling for several factors, including density of own outlets, because a particular chain brand would preempt a consumer's perceptual space. Similarly, Kardes et al (1993) provide experimental evidence that entry order a¤ects consumer learning and judgment, leading to a pioneering advantage that later entrants will have di¢ culty overcoming with the same level of advertising. Alpert and Kamins (1995), using a survey-based approach, …nd support for the persistent advantage for early entrants through more favorable perceptions for pioneering brands than non-pioneering brands.…”

Publicidad en niños y conjuntos de consideración de marca basados en la memoria

“…El concepto de cc postula que cada individuo establece un repertorio reducido de marcas, menor en número a la totalidad de la oferta en el mercado, entre las que se selecciona y adquiere los productos para satisfacer una necesidad (Kardes, Kalyanaram, et al, 1993;Shapiro et al, 1997;Roberts y Lattin, 1997).…”

“…La propuesta es razonable desde su ángulo de estudio, ya que sopesa la formación de conjuntos con base en la memoria, para lo que es requisito el nombre que identifica la marca. La importancia del nombre de la marca en la memoria también fue identificado por Kardes, et al (1993) así como Shapiro, et al (1997).…”

Investigating Time-in-Market Effects in Kuwait Health Clubs

“…2006; Lieberman and Montgomery, 1988; Kardes et al, 1993). Additionally, it appears that consumers in emerging or developing markets, such as is Kuwait, develop stronger perceptions of the initial entrants, thus leading to a more pronounced time-in-market effect (Madhy, 2011).…”