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Substitutability and independence: matching analyses of brands and products

Foxall, G.R.; Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.

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Authors

G.R. Foxall

V.K. Wells

S.W. Chang

J.M. Oliveira-Castro



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.

Citation

Foxall, G., Wells, V., Chang, S., & Oliveira-Castro, J. (2010). Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management, 30(2), 145-160. https://doi.org/10.1080/01608061003756414

Journal Article Type Article
Publication Date Jan 1, 2010
Deposit Date Jan 14, 2011
Publicly Available Date Mar 29, 2024
Journal Journal of Organizational Behavior Management
Print ISSN 0160-8061
Electronic ISSN 1540-8604
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 30
Issue 2
Pages 145-160
DOI https://doi.org/10.1080/01608061003756414
Keywords Matching, Consumer behavior, Substitutability, Brands, Food products.
Public URL https://durham-repository.worktribe.com/output/1535433

Files

Accepted Journal Article (239 Kb)
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Copyright Statement
This is an electronic version of an article published in Foxall, G.R. and Wells, V.K. and 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.
Journal of organizational behavior management is available online at: http://dx.doi.org/10.1080/01608061003756414




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