Dual Branding by National Brand Manufacturers: Drivers and Outcomes
Authors: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal and Óscar González-Benito
McGill Experts, including Desautels Professor, comment on WHO’s listing of aspartame sweetener as possible carcinogen
Yu Ma, Associate Professor at the McGill Desautels Faculty of Management, discusses the consumer implications of aspartame being listed as "possibly carcinogenic to humans" by the World Health Organization's International Agency for Research on Cancer (IARC), potentially increasing scrutiny and concerns about the safety of food additives.
A multi-category demand model incorporating inter-product proximity
Authors: Yu Ma, P.B. Seetharaman and V. Singh
Publication: Journal of Business Research, Volume 124, January 2021, Pages 152-162
Abstract:
Yu Ma article selected as a finalist 2019 Paul E. Green Award
Congratulations to Yu Ma, Associate Professor of Marketing and Bensadoun Scholar, whose article “The Club Store Effect: Impact of Shopping in Warehouse Club Stores on Consumers' Packaged Food Purchases” has been selected as one of four finalists for the Journal of Marketing Research’s 2019 Paul E. Green Award
The Paul E. Green Award recognizes the best article in the Journal of Marketing Research within the last calendar year that demonstrates the most potential to contribute significantly to the practice of marketing research.
Publication: Journal of Marketing Research, Vol. 55, No. 2, April 2018
Authors: Kusum L. Ailawadi, Yu Ma and Dhruv Grewal
This article studies the impact of shopping at the warehouse club format on households' packaged food-for-home purchases. In addition to low prices, this format has several unique characteristics that can influence packaged food purchases. The empirical analysis uses a combination of households' longitudinal grocery purchase information, rich survey data, and detailed item-level nutrition information. After accounting for selection on observables and unobservables, the authors find a substantial increase in the total quantity (servings per capita) of purchases attributable to shopping at this format. Because there is no effect on quality of purchases, this translates into a substantial increase in calories, sugar, and saturated fat per capita. The increase comes primarily from storable and impulse foods and it is drawn equally from foods that have positive and negative health halos. The results have important implications for how marketers can create win–win opportunities for themselves and for consumers.
Yu Ma, Laurette Dubé and Nathan Yang awarded 2018 SSHRC Insight Grant
Congratulations to Yu Ma, Associate Professor in Marketing, Laurette Dubé, Professor in Marketing and Nathan Yang, Assistant Professor in Marketing, on being awarded the 2018 SSHRC Insight Grant “An Empirical Investigation of Digital Goods Consumption and Its Impact on Word-of-Mouth Marketing”.
The Club Store Effect: Impact of Shopping in Warehouse Club Stores on Consumers' Packaged Food Purchases
Authors: Kusum L. Ailawadi, Yu Ma and Dhruv Grewal
Publication: Journal of Marketing Research, Vol. 55, No. 2, 2018, pp. 193-207.
Abstract:
This article studies the impact of shopping at the warehouse club format on households' packaged food-for-home purchases. In addition to low prices, this format has several unique characteristics that can influence packaged food purchases. The empirical analysis uses a combination of households' longitudinal grocery purchase information, rich survey data, and detailed item-level nutrition information. After accounting for selection on observables and unobservables, the authors find a substantial increase in the total quantity (servings per capita) of purchases attributable to shopping at this format. Because there is no effect on quality of purchases, this translates into a substantial increase in calories, sugar, and saturated fat per capita. The increase comes primarily from storable and impulse foods and it is drawn equally from foods that have positive and negative health halos. The results have important implications for how marketers can create win–win opportunities for themselves and for consumers.
Read abstract: Journal of Marketing Research
Measuring the Efficiency of Category-Level Sales Response to Promotions
Authors: Trivedi, M., Gauri, D.K., Yu, M.
Publication: Management Science, Vol. 63, No. 10, October 2017
Abstract:
