A Treatise on Isoattribute Curve Analysis, Consumer Induction Factor, and Country Brand Value

What is it about?

This research has endeavored to focus on three major issues that are yet to be explored as per the existing literature on marketing. The first issue focuses on the Isoattribute curve analysis, rooted in the theory of conjoint utility analysis. In other words, the first segment concentrates on the derivation of the Isoattribute curve model which helps to attain the consumer equilibrium condition in a two-commodity world (brand or non-brand products). The second segment of the chapter has transitioned from the microeconomic model to the macroeconomic perspective based on a ‘single-country’ approach, i.e., USA, based on a derivation of consumer induction factor (CIF). Finally, the third and final segment of the chapter extends its horizon at a larger scale by conducting a cross-country time-series study of 10 years (2009 – 2018) which redefines branding in an absolutely new dimension where the ‘brand values’ of seven sample countries are estimated by inculcating the socio-economic, political, and working environment factors as the major dimensions.

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Why is it important?

This book chapter has comprehensively analyzed three perspectives of marketing analytics ranging from microeconomic to macroeconomic aspects. The research yielded interesting results and findings, especially in formulating the Consumer Induction Factor (CIF) for USA and Country Brand Values (CBV) for seven sample countries. The USA, per capita consumption growth rate, Global Innovation Index (GII), and American Customer Satisfaction Index (ACSI) played an equal role in determining consumer behavior. However, the GDP growth rate proved to be the commonest and most significant factor in determining the CBV for the sample countries. The Gini coefficient proved to be a determining factor for some sample countries. In the rapidly changing global scenario characterized by an economic recession, rising trends of neoliberalism, unequal distribution of income and wealth among the populations, and pandemic scourge due to COVID–19 virus. These fresh concepts definitely have the potential to change the face of marketing analytics constructively and open new vistas of research from a much larger perspective across the world.