brand equity and vertical product line extent this paper addresses the question of how the vertical structure of a product line relates to brand equity does the presence of premium or high quality products in a product line enhance brand equity conversely does the presence of economy or low quality products in a product line diminish brand equity economists and marketing researchers refer to variation in quality levels of products within a category as vertical differentiation whereas variation in the function or category of the products is referred to as horizontal differentiation much of the existing research on the relationship between product line structure and brand equity has focused on the horizontal structure of the product lineand has been primarily concerned with brand extensions what happens when the product line of a brand is extended horizontally into new categories researchers have been concerned primarily with how the extension fares but the effect of the extension on the core products is also important there is an analogous question of what happens when the product line of a brand is extended vertically either up market or down market this question of vertical extensions is part of the more general issue of how the vertical structure of a product line relates to brand equity the specific research questions addressed in this paper are 1 do premium or high quality products enhance the brand equity associated with the other products in the line 2 conversely do economy or low quality products diminish the brand equity associated with the other products in the line these research questions are relevant to three managerial issues in product line strategy first what are the costs and benefits of including down market products within a brand second what are the implications of including high end models within a brand third when should high end and low end products be offered under an existing brand umbrella and when should these products be offered under separate brands we address these research questions empirically through an analysis of the models and brands within the u s mountain bicycle industry we use price premium above that which can be explained by the physical characteristics of the bicycle as a metric for brand equity we then test several hypotheses related to the relationship between extension of the product line upward and downward and the price premium commanded by the brand we further support this analysis with a simple laboratory experiment the analysis reveals that price premium in the lower quality segments of the market is significantly positively correlated with the quality of the lowest quality model in the brand s product line and that for the upper quality segments of the market price premium is also significantly positively correlated with the quality of the highest quality model in the brand s product line the results of the analysis are supported by the outcome of an experiment in which 63 percent of the subjects preferred a product offered by a high end brand to the equivalent product offered by a low end competitor these results imply that managers wishing only to maximize the equity of their brands would offer only high quality products and avoid offering low quality products however this result must be moderated by the overall objective of maximizing profits maximizing profits is likely to involve a tradeoff between preserving high brand equity and therefore high margins and pursuing the volume typically located in the lower end of the market one of the most significant implications of this research is that product line managers need to be mindful not just of the incremental cannibalization or stimulation of sales of products that are immediate neighbors of an extension to the product line but also the effect of such an extension on the brand equity in other possibly quite different parts of the product line

new hedonic technique for estimating attribute demand an application to the demand for automobile fuel efficiency a new hedonic procedure is applied to estimate the effects of gasoline price on the demand for automobile attributes and fuel efficiency direct application of a comparative statics analysis circumvents the problems of identification and severe multicollinearity affecting previous hedonic studies the results indicate that the effect of induced changes in automobile attributes in response to increases in the price of gasoline is to substantially increase fuel efficiency the estimated elasticities of fuel efficiency with respect to the price of gasoline imply that the long run own price elasticity of demand for gasoline is greater than unity 31 references

interruptible electric power service contracts abstract a two period model is considered in period 1 the electric power company offers for sale a set of contracts 1 p 1 2 p 2 each consumer must select one contract k and d units of energy for which she pays p k d the company must deliver d units of energy in period 2 with probability k the service may be interrupted with the complementary probability 1 k the problem is to design the optimal set of contracts to maximize social welfare when demand and supply may be random and when customers suffer a welfare loss due to service interruption the best design is shown to be a solution to an optimal control problem the results contrast sharply with previous work on the problem of pricing electric power in the face of random supply or demand

the significance of quality differences for the united states and canada wheat trade some insights are provided as to why the united states the fifth largest wheat producer in the world imports a significant amount of wheat from canada after reviewing intra industry trade theory and the relevant empirical constructs an implicit price function of the import demand for wheat focusing on the physical and intrinsic characteristics of wheat is estimated the results are revealing there is a premium for the protein content and the percentage of heat damaged kernels in wheat clearly the fact that wheat is a differentiated commodity possessing a mix of physical and intrinsic characteristics together with price considerations helps to explain why the import of canadian wheat by the united states exists and why this became a significant issue in 1993

automobile prices and quality did the gasoline price increases change consumer tastes in the u s a hedonic model of automobile prices that takes gasoline costs into account is developed and used to examine whether gasoline price increases especially those related to the 1973 and 1979 oil shocks changed consumer evaluations of the relative qualities of used cars in the u s during 1970 1981 we test the null hypothesis that the characteristics coefficients remained constant over time it is rejected if gasoline costs are excluded from the model but not if they are included alternative approaches are developed to show that the gasoline price increases alone can explain much of the observed changes in the coefficients

energy price shocks and productivity growth in us and uk manufacturing because sustained changes in the trend of productivity growth are so very important for people s long run economic welfare the dramatic productivity growth slowdown of the 1970 s and early 1980 s has been the focus of much analysis and discussion for some observers it was much more than coincidence that the oil price shocks of 1973 74 accompanied the sharp slowdowns in traditionally measured productivity growth not only in the united states and the united kingdom but throughout the industrialised world however establishing quantifying and explaining sig nificant linkages between energy price shocks and productivity growth has proved to be most difficult traditional and time honoured relationships involving productivity growth have all seemed incapable of explaining this slowdown for example edward denison author of several widely cited productivity studies has concluded that energy had essentially no role in explaining the productivity growth slowdown and that moreover what happened is to be blunt a mystery 1979 p 4

gasoline prices fuel economy and the energy paradox abstract policymakers often assert that consumers undervalue future gasoline costs when they buy automobiles we test this by measuring whether relative prices of vehicles with different fuel economy ratings fully adjust to variation in gasoline prices vehicle prices move as if consumers are indifferent between 1 00 in discounted future gas cost and 0 76 in vehicle purchase price we show how corrections for endogenous market shares and utilization measurement error and different gasoline price forecasts affect the results we also provide unique evidence of sticky information vehicle markets respond to changes in gasoline prices with up to a six month delay

audience characteristics and bundling a hedonic analysis of magazine advertising rates abstract increasingly magazines are able to offer potential advertisers all their readers pure bundling only specific reader segments pure components pricing or a combination of the two mixed bundling using data on advertising rates and reader demographics the authors estimate the implicit prices of reader characteristics within a hedonic framework the results suggest that the magnitude of the price and revenue premiums earned by unbundling a magazine s readers can be substantial

the market valuation of the fgis grain quality characteristics the issue addressed in this paper is whether the grain quality factors used by the federal grain inspection service in determining the quality grades of wheat exported by the united states including test weight dockage moisture content percentage of foreign material percentage of shrunken and broken kernels and protein content are characteristics that influence the price of wheat for export using shiplot data on the transactions price for hard red winter wheat hard red spring wheat and soft white wheat and the associated quality characteristics covering the period january 1990 to october 1991 and exported to 63 countires the results suggest that only the test weight and the protein content are characteristics consistently valued by the market

gasoline prices and the used automobile market a rational expectations asset price approach this paper examines the impact of changes in gasoline price expectations on the market values of used automobiles an asset model of automobile valuation is used to relate year to year changes in market values to changes in the present discounted value of gasoline expenses econometric evidence from data covering the years 1972 through 1981 substantially confirms the hypothesis of the model that a gasoline price shock causes relative price changes across automobile types in proportion to the differences in their rates of fuel consumption

valuing the characteristics of natural gas vehicles an implicit markets approach this paper estimates the costs of a government mandate to use natural gas vehicles focusing on the less desirable attributes that these vehicles 9 possess a model of producer and consumer behavior in a market for a differentiated product is constructed a hedonic price function is estimated and consumer surplus losses from the substitution of natural gas cars for gasoline cars are calculated these losses are found to be significant the average per car consumer surplus loss ranges from 1100 to 3200 with 20 to nearly 50 of the loss due to changes in vehicle characteristics the costs of such a policy appear to be greater than the environmental benefits but may not be too far out of line with the costs of alternative approaches for reducing vehicular pollution copyright 1996 by mit press

unobservables in consumer choice residential energy and the demand for comfort a model of consumption of residential energy in dwellings is developed distinguishing between attributes of housing that provide direct benefits to consumers and attributes that serve as inputs in the production of final goods for example the thermal comfort of dwellings empirical estimates are made of the mode based upon the annual housing survey and the results are used to calculate the effects of changes in energy prices on the consumption of housing residential energy and other goods the analysis suggests that the adjustment process within the housing market permits a great deal of substitution in response to energy price changes copyright 1989 by mit press

priority service pricing investment and market organization tingent forward delivery contracts offered by a seller each customer s selection of one contract from the menu determines the customer s service order or priority in each contingency the seller rations supplies by serving customers in order of their selected priorities until the supply is exhausted or all customers are served various forms of priority service are widely

estimating consumer preferences using market data an application to us automobile demand this paper explores the possibility of using market data to identify consumer preferences a utility function composed of homogeneous characteristics and goods specific effects is used as a basic link between the goods space and the characteristics space the functional form for the hedonic price equation the data requirements and issues of measurement errors for estimating demand and supply of characteristics are discussed we illustrate the methodology by considering the us automobile demand using 1969 86 data compiled from consumer reports and ward s automotiveyearbook

gasoline cost and hedonic price indexes of u s used cars for 1970 1983 a note hedonic price indexes are estimated for u s used passenger cars for 1970 1983 a few notions of indexes that differ in the treatments of the expected present value of gasoline cost for driving a car over its remaining life are considered their relationships are obtained theoretically and examined empirically our indexes also are compared with the consumer price index

optional forward contracts for electric power markets this paper extends the idea of callable forward contracts which are potentially useful as demand side interruptible load contracts to their supply side analogues together these contracts allow market participants to take advantage of flexibility in generation or consumption to obtain a monetary benefit while simultaneously removing the risk of market price fluctuations this paper also considers the effects of strategic behavior on the part of market participants in their contract sales purchase decisions

uncertainty inflation and welfare this paper studies the welfare costs and the redistributive effects of inflation in the presence of idiosyncratic liquidity risk in a microfounded search theoretical monetary model we calibrate the model to match the empirical aggregate money demand and the distribution of money holdings across households and study the effects of inflation under the implied degree of market incompleteness we show that in the presence of imperfect insurance the estimated long run welfare costs of inflation are on average 40 to 55 smaller compared to a complete markets representative agent economy and that inflation induces important redistributive effects across households

hedonic prices for cars an application to the spanish car market 1981 2005 in this article we provide a comparison of different formulations for hedonic regression analysis in order to construct a quality adjusted price index for the spanish car market over the period 1981 to 2005 specifically we address the issue of instability of coefficients over time and propose two alternative estimation procedures based firstly on a moving sample of observations and secondly on a moving average of estimated coefficients in single period equations the statistical tests applied support the proposed methodologies on empirical grounds two conclusions can be emphasized firstly our study concludes that taking quality changes into account car prices in spain deflated by consumer price index cpi declined by 40 between 1981 and 2005 this result is robust to the alternative estimation procedures employed in the study secondly an analysis of convergence shows that for quality adjusted prices a clear trend in convergence emerges between 1986 and 1992 whereas such a trend does n

reason and rationality during energy crises this paper develops a technique for extracting the expectations embedded in the current prices of energy using durable goods and applies it to used car markets during the two energy crises of the 1970s the resulting estimates indicate that consumers took the energy crises seriously and formed expectations about future gasoline prices that appear rational when compared with the historical gasoline price series with the forecasts of specialists and experts or with the actual postsample behavior of gasoline prices the evidence therefore supports the view that consumers are able to make rather complex choices with a great deal of rationality and casts doubt on the wisdom of policies based on assumptions to the contrary

hedonic price indexes with unobserved product characteristics and application to personal computers we show that hedonic price indexes may be biased when not all product characteristics are observed we derive two primary sources of bias the first source is a classical selection problem that arises due to changes over time in the values of unobserved characteristics the second comes from changes in the implicit prices of unobserved characteristics next we show that the bias can be corrected for under fairly general assumptions using extensions of factor analysis methods we test our methods empirically using a new comprehensive monthly dataset for desktop personal computer systems for these data we find that the standard hedonic index has a slight upward bias of approximately 1 4 per year we also find that omitting an important characteristic cpu benchmark causes a large bias in the index with standard methods but that this bias is essentially eliminated when the proposed correction is applied

the demand for car fuel efficiency some evidence for the uk this paper uses the atkinson halvorsen 1984 hedonic method to estimate the effect of petrol price changes on fuel efficiency and other attributes using data for new cars in the uk in contrast to atkinson and halvorsen the estimated long run petrol price elasticity of demand for fuel efficiency is very small the empirical results imply that the adjustment process within the new car market permits little substitution for more fuel efficient cars in response to petrol price changes

are consumers myopic evidence from new and used car purchases abstract we investigate whether car buyers are myopic about future fuel costs we estimate the effect of gasoline prices on short run equilibrium prices of cars of different fuel economies we then compare the implied changes in willingness to pay to the associated changes in expected future gasoline costs for cars of different fuel economies in order to calculate implicit discount rates using different assumptions about annual mileage survival rates and demand elasticities we calculate a range of implicit discount rates similar to the range of interest rates paid by car buyers who borrow we interpret this as showing little evidence of consumer myopia jel d12 h25 l11 l62 l71 l81

energy and depletable resources economics and policy 1973 1998 abstract this paper reviews the impact of the literature in depletable resources and energy economics over the period 1973 1998 particularly the initial period of publication of the journal of environmental economics and management 1974 1998 a discussion of prominent policy issues in this arena is provided along with an indication of what academic economics papers have contributed to that debate this is followed by a citation analysis of contributions in the fields of energy and exhaustible resource economics for each of these two fields a list of the top papers in each five year period from 1974 to 1998 is presented along with a list of the top journals in each decade based on average citations per article the top ten cited articles in the fields in the journal of environmental economics and management are also presented

effect of gasoline prices on car fuel efficiency evidence from lebanon abstract this paper explores how gasoline prices affect the sales of new and used cars in lebanon using a rich dataset on monthly imported cars from 2000 to 2016 a vector autoregressive analysis is used to model different consumer choices between fuel efficient cars midsize cars and fuel inefficient cars we report the first empirical evidence on this question from the middle east and north africa mena region using individual automobile data we use within sample and out of sample tests to examine whether gasoline prices influence the sale of fuel efficient cars our results show evidence against the hypothesis that rising gasoline prices shift consumers demand toward the most fuel efficient cars