
Philipp BrüggemannUniversity of Hagen · Lehrstuhl für Marketing
Philipp Brüggemann
Research on retailing, NB, PL, OGS, voice assistants, retention, churn. Open for collaboration and discussion.
About
46
Publications
15,043
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Introduction
Hey! I'm a researcher at university of Hagen in Germany.
I am working on research projects related to retailing, national brands, private labels, freemium business models, marketing channel strategy, digital voice assistants, customer churn/retention, freemium plattform, market shares, online grocery shopping, fair trade and organic products.
Feel free to reach out!
LinkedIn: https://www.linkedin.com/in/philipp-br%C3%BCggemann-94a8901b8
Publications
Publications (46)
Following the technology acceptance model, the present study analyzes the acceptance of digital voice assistants. We specifically address the use of these assistants for habitual purchases in the case of grocery shopping. Beyond extending insights into digital shopping behavior, this study contributes to the literature by including privacy concerns...
In light of increasing digitization and monetization of digital goods, the freemium business model is being used more often. The reasons for the use as well as for the termination of a paid full version have only been rudimentarily researched so far. In this study, factors influencing the termination rate on freemium platforms are derived from lite...
This article examines the potential implications of Artificial Intelligence (AI) for literature search, comparing AI-based tools to conventional research methods. It also addresses the scarcity of academic literature on specific AI tools for research writing, posing four critical questions regarding accuracy, quality, uniqueness, and qualified uniq...
Purpose
This study synthesizes the role of artificial intelligence (AI) and automation in systematic literature reviews (SLRs), focusing in particular on efficiency, methodological quality and human–machine collaboration.
Design/methodology/approach
A systematic review methodology was applied, analyzing studies from Scopus and Web of Science datab...
Science automation, driven by advanced technologies, such as artificial intelligence (AI), is reshaping research in a variety of disciplines. The exponential growth of publications increases the need for automation in systematic literature reviews (SLRs). In this study, we investigated how AI applications support systematic literature reviews at di...
This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable Science Mapping (VSM). This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping (SM), whic...
The rise of the metaverse brings about a host of changes for consumers, impacting various aspects of their online experiences, personal and professional relationships, and overall welfare. Consumers are increasingly mindful of sustainability in their online and offline activities. Thus, users will become aware of sustainable solutions for their vir...
The surge in online grocery shopping amid the COVID-19 pandemic has significantly altered the balance between offline and online purchases, influencing consumer attitudes toward these channels. Given the anticipated continued growth of online grocery shopping in the coming years, research on this topic becomes increasingly crucial for retailers, ma...
Despite both regression analysis and structural equation modeling are prominent methods in many research areas, there is little research on methods to operationalize dependent variables. The well-established methods provide several very frequently used solutions for analyzing (complex) relationships between dependent and independent variables. Unfo...
Online Grocery Shopping (OGS) is a relatively new sales channel for retailers and manufacturers that is changing retailing considerably. Despite this, little is known about whether or how consumers’ behavior changes when they start using OGS. We fill this research gap by measuring the share of national brands (NBs) of 173 households before and afte...
Despite both regression analysis and structural equation modeling are prominent methods in many research areas, there is little research on methods to operationalize dependent variables. The well-established methods provide several very frequently used solutions for analyzing (complex) relationships between dependent and independent variables. Unfo...
As previous research stated, customers frequently behave differently than they claim to. This phenomenon, called the attitude-behavior gap (ABG), can lead to significant discrepancies between purchase decisions and actual attitudes. Therefore, considering the ABG is crucial for retailers and brand managers. Even though an increasing relevance of bo...
Digitale Technologien verändern in Unternehmen Prozesse, Produkte und Dienstleistungen bis hin zur Transformation von kompletten Geschäftsmodellen. Um die sich verändernden Geschäftsmodelle systematisch einordnen zu können, stellen die Autoren in diesem Beitrag die Geschäftsmodellmatrix vor. Diese ermöglicht die Einordnung und Differenzierung jedes...
In light of increasing digitization and monetization, the freemium pricing model is being used more and more frequently. Against a backdrop of increasing competition and rising costs to attract new users, freemium platform providers need to know how to reduce termination rates. We analyze several influencing factors of termination rates using exten...
Several previous studies have found a discrepancy between attitudes and behavior. This discrepancy is referred to as attitude-behavior gap (ABG). While the attitude-behavior gap has been investigated, especially in brick-and-mortar retail, there is no research on whether and how the ABG in regard to organic products affects sales. Moreover, we exte...
The COVID-19 pandemic is changing future trends in retailing and e-commerce immensely. Recent research revealed a considerable increase in online grocery shopping (OGS) since the COVID-19 pandemic started. In addition, current statistics indicate a steady increase in OGS over the coming years. Despite this, less is known about whether consumers' be...
Die innovative Methode zur Dekomposition von Marktanteilen ermöglicht es, Verschiebungen innerhalb eines beobachteten Marktanteils aufzudecken. Die Autoren zeigen am Beispiel des Marktanteils von Herstellermarken im Wettbewerb mit Handelsmarken wie bisherige Marktanteilsanalysen durch die Dekomposition nach Normal- und Sonderpreisen verbessert werd...
Comparative analyses of different publications on the same topic are becoming increasingly popular in several areas of marketing research. Especially in research strands with many different empirical studies, there is a strong need for a systematic method to verify the multitude of results. Meta-analysis is such a method to empirically synthesize m...
The intention of this study is to analyse the effect of regular prices and promotional prices with regard to the market share of NBs. In this study, literature-based determinants affecting the market share of NBs are analysed. These determinants relate to changes in product prices, shares of price promotions, brand variety, brand preference and pri...
The pandemic is changing future trends in retailing and ecommerce immense. Recent research revealed a considerable increase in the use of online grocery shopping (OGS). However, less is known about whether consumers’ behavior is evolving to a ‘new normal’ or returning to ‘old habits’ after pandemic restrictions. To close this research gap, we opera...
Online grocery shopping has greatly increased with the pandemic, changing the mix of offline versus online purchases and likely consumer attitudes toward these channels. Managers are unsure about the implications for their portfolio of consumer segments and products, such as national versus private label brands, fair trade products and organic prod...
The competition between national brands (NBs) and private labels (PLs) as well as the regulatory framework for competition have led to a noticeable decline in NBs’ market share in the retail sector (Olbrich et al. 2016; Quelch and Harding 1996). In recent decades, this development has been attributed to intense – sometimes ruinous – price competiti...
In diesem Forschungsbericht wird erstmals eine Kombination des Kaufreihenfolge- mit dem Marktanteilskonzept zur Messung der Markentreue vorgestellt. Damit beinhaltet diese Arbeit einen kombinierten behavioristischen Ansatz zur Messung der Treue von Haushalten gegenüber Marken. Dieser Ansatz wird anhand von literaturbasierten Hypothesen fundiert und...
Diese Studie liefert neue Erkenntnisse zur Steuerung des Marktanteils von Herstellermarken. Durch eine gezielte Veränderung der Determinanten des Marktanteils von Herstellermarken können die Ergebnisse sowohl von der Markenartikelindustrie als auch vom Handel genutzt werden. Darüber hinaus liefert diese Studie neue Erkenntnisse über Unterschiede zw...
The competition between national brands (NBs) and private labels (PLs) as well as the regulatory framework for competition have led to a noticeable decline in NBs' market share in the retail sector. In recent decades, this development has been attributed to intense-sometimes ruinous-price competition, resulting in increased concentration in the ret...
The manufacturer brand industry is continuously faced with the challenge of retaining their current customers and acquiring new ones. Increasing brand loyalty can help to face these challenges and to compete in the market. In this paper, a combined behavioral approach to measure customer loyalty is presented and empirically analyzed using national...
Against the background of increasing proliferation of private labels (PLs), the present study analyses determinants for the manufacturer brand industry to influence the market share of national brands (NBs). The analysis is based on 7,211,154 purchases by 98,326 households over a period of ten years. All purchases come from four product categories;...
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Arbeitspapiere des Lehrstuhls für Betriebswirtschaftslehre, insb. Organisation, Personal und Innovation der Westfälischen Wilhelms-Universität Münster. - Münster : Westfälische Wilhelms-Universität Münster, Lehrstuhl für BWL, ISSN 1618-2219, ZDB-ID...
Questions
Questions (13)
A common threshold for standardized coefficients in structural equation models is 0.1. But is this also valid for first difference models?
Hi everyone, I'm thinking about a research project to analyze real data from a freemium platform (data over six years). The aim of this research might be to predict something like a termination rate for each individual premium user, based on some given variables and/or behavior patterns on the platform. I would like to provide freemium operators information on how to recognize users who are willing to terminate.
I have information about the contract start and end, users activity (video views, profile visits..), provided content by the operator and a few more information.
Any suggestions, publications or ideas are very welcome!
Thanks!
Are there any recommendations for publications on freemium and customers retention/termination?
Is there an always evenly progressing time? Or is time something like an illusion? Maybe a kind of template for coordinated action, such as appointments, birthdays,...? Isn't time actually the continuous and simultaneous emergence and decay of moments? An endless sequence of endless simultaneous moments which arise and decay in the same moment without immediately interacting with each other?
These questions may sound philosophical, but maybe they can be applied to interesting questions about methods of statistical data analysis:
Can/should the progression of time be used as a variable (e.g. in time series analysis)? Or can time never be the cause of change in a dependent variable? In other words, the ticking of a clock can never have an effect on anything, can it?
I hope the questions are relevant and interesting. I am grateful for any explanations and/or thought.