This study examines how brand popularity in conjunction with other marketing variables influences market share directly as well as indirectly by interacting with country-related intangible assets (or simply country image). The results of our empirical analysis show that a competitive analysis...

This study examines how brand‐ and country‐related intangible assets influence the market shares of brands and their marketing effectiveness (particularly price effectiveness). Using the case of the small car segment, seems to provide some interesting implications for brand management in...

Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that a brand extension should be introduced only when its profit potential exceeds the losses that will be sustained as a...