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Consumer misinformation and the brand premium : a private label blind taste test
Bronnenberg, Bart J.; Dubé, Jean-Pierre; Sanders, Robert E. - In: Marketing science : the marketing journal of the … 39 (2020) 2, pp. 382-406
Persistent link: https://www.econbiz.de/10012212454
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Tastlé-Nestlé, Toogle-Google : the effects of similarity to familiar brand names in brand name innovation
Kronrod, Ann; Lowrey, Tina M. - In: Journal of business research : JBR 69 (2016) 3, pp. 1182-1189
Persistent link: https://www.econbiz.de/10011440265
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Effects of perceptual and conceptual similarities on consumers' evaluations of copycat brand names
Yao, Qin; Wen, Na; Dou, Wenyu - In: Journal of consumer behaviour : an international … 15 (2016) 2, pp. 117-125
Persistent link: https://www.econbiz.de/10011477154
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Implicit and explicit preferences for brand name sounds
Pogacar, Ruth; Kouril, Michal; Carpenter, Thomas P.; … - In: Marketing letters : a journal of research in marketing 29 (2018) 2, pp. 241-259
Persistent link: https://www.econbiz.de/10011876282
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Using demographic variables to determine target segments in binary logit models
Ganbaatar, Tsend-Ayush - In: Advances in applied economic research : proceedings of …, (pp. 193-224). 2017
Persistent link: https://www.econbiz.de/10011744024
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Änderungen von Markennamen : Eine theoretische und empirische Analyse ausgewählter Erscheinungsformen aus Konsumentensicht
Ringeisen, Petra - 2011
Die Änderung eines etablierten Markennamens, beispielsweise im Rahmen von Fusionen & Akquisitionen oder Konsolidierungen von Markenportfolios, birgt hohe Risiken und ist zumeist mit hohen Kosten verbunden. Petra Ringeisen untersucht zeitpunktbezogene Reaktionen von Verbrauchern auf...
Persistent link: https://www.econbiz.de/10014015389
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The emergence of brand-name capitalism in late colonial India : advertising and the making of modern conjugality
Haynes, Douglas E. - 2023
"This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a...
Persistent link: https://www.econbiz.de/10013355415
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The formation of consumer brand preferences
Bronnenberg, Bart J.; Dube, Jean-Pierre - 2016
Persistent link: https://www.econbiz.de/10011586621
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The formation of consumer brand preferences
Bronnenberg, Bart J.; Dubé, Jean-Pierre - In: Annual review of economics 9 (2017), pp. 353-382
Persistent link: https://www.econbiz.de/10011911006
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Measurement context effects in telephone-survey-based tests of causal models
Agarwal, Sanjeev; Teas, R. Kenneth - In: Review of marketing science 3 (2005) 1, pp. 1-22
Persistent link: https://www.econbiz.de/10003888201