Differential Impact of Brand Equity Change and Distribution Reorganization Sample Clauses

Differential Impact of Brand Equity Change and Distribution Reorganization on What-to-Buy Decisions‌ In the last two sections, I quantified the impact of brand equity change and distribution reorga- nization on consumers’ what-to-buy decisions separately. In this section, I compare the results from counterfactual scenario 1 and counterfactual scenario 3 to assess the relative importance of these two drivers on the outcomes for the bankrupt firm (i.e. Chrysler LLC) as well as competitor brands. Table 19 shows the decomposition of the impact of Chrysler LLC’s Chapter 11 induced brand equity change and distribution network reorganization by various brands. Interestingly, the results reveal differential impact of Chapter 11 induced brand equity and distribution network structure changes across two key brands of the bankrupt manufacturer. Dodge is negatively affected most by distribution network pruning, whereas the Chrysler brand is hurt most by reduction in Chrysler LLC’s brand equity. When it comes to the implications for competitor brands, the results suggest that they mostly gain from Chrysler LLC’s distribution network pruning. In contrast, the reduction in Chrysler LLC’s brand equity leads more prospective Chrysler LLC consumers to defer their purchase than the reduction in distribution network.
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Related to Differential Impact of Brand Equity Change and Distribution Reorganization

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