Substitutability and independence: matching analyses of brands and products

Article

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

Keywordsmatching; consumer behavior; substitutability; brands; food products
PublisherTaylor & Francis (Routledge)
JournalJournal of Organizational Behavior Management
ISSN0160-8061
Electronic1540-8604
Publication dates
Online26 May 2010
Publication process dates
Deposited22 Aug 2023
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1080/01608061003756414
Web of Science identifierWOS:000278123300005
LanguageEnglish
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