Skip navigation
Use este identificador para citar ou linkar para este item: http://repositorio.unb.br/handle/10482/21589
Arquivos associados a este item:
Arquivo Descrição TamanhoFormato 
ARTIGO_NonlinearImpactMarketing.pdf466,89 kBAdobe PDFVisualizar/Abrir
Título: Nonlinear impact of the marketing mix on brand sales performance
Autor(es): Porto, Rafael Barreiros
Lima, Nolah Schutte da Rocha
Assunto: Marketing
Vendas
Consumo
Brand performance
Data de publicação: Set-2016
Editora: Brazilian Business Review
Referência: PORTO, Rafael Barreiros; LIMA, Nolah Schutte da Rocha. Nonlinear Impact of the Marketing Mix on Brand Sales Performance. BBR. Brazilian Business Review (English Edition. Online), v. 12, p. 57-77, set./out. 2015. Disponível em: <http://www.bbronline.com.br/public/edicoes/12_5/artigos/vzs@zdv4kk1472016152431.pdf>. Acesso em: 13 out. 2016. DOI: http://dx.doi.org/10.15728/bbr.2015.12.5.4
Resumo: The pattern of the impact that marketing activities exert on sales has not been widely examined in the literature. Many studies have adopted restricted linear perspectives, disregarding the empirical evidence. We investigated the nonlinear impact of the marketing mix on the volume of sales, volume of consumers and level of purchasing by each consumer, through a longitudinal study with panel data of brands and consumers simultaneously. We analyzed 121 brands during 13 months, with 793 purchases/month by consumers, through application of three generalized estimating equations. The results indicate that the marketing mix, especially branding and pricing, have a strong impact on all the dependent variables in nonlinear form, with good fits of the parameters. The joint effect generates economies of scale for the brands, while for each consumer the joint effect stimulates the gradual purchase of larger quantities. The study demonstrates eight impacting patterns of the marketing mix on the indicators investigated, with alterations in their order and weight for brands and consumers.
Unidade Acadêmica: Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE)
Departamento de Administração (FACE ADM)
Licença: Brazilian Business Review - This article has a Creative Commons License - Attribution 3.0 Unported (CC BY 3.0). Fonte: http://www.bbronline.com.br/public/edicoes/12_5/artigos/vzs@zdv4kk1472016152431.pdf. Acesso em: 13 out. 2016.
DOI: http://dx.doi.org/10.15728/bbr.2015.12.5.4
Aparece nas coleções:Artigos publicados em periódicos e afins

Mostrar registro completo do item Visualizar estatísticas



Os itens no repositório estão protegidos por copyright, com todos os direitos reservados, salvo quando é indicado o contrário.