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The Delphi Process: a strategic branding methodology
Chevron, Jacques R. - In: Journal of Consumer Marketing 15 (1998) 3, pp. 254-264
A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and...
Persistent link: https://www.econbiz.de/10014849206
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Product positioning based on search, experience and credence attributes using conjoint analysis
Arora, Raj - In: Journal of Product & Brand Management 15 (2006) 5, pp. 285-292
Purpose – Using the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of various attributes that may be used in positioning teeth‐whitening products. In addition, this research...
Persistent link: https://www.econbiz.de/10014895922
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Do you consider buying a counterfeit? : new evidence from the theory of planned behaviour and cognitive dissonance theory
Garas, Sally Raouf Ragheb; Mahran, Amira Fouad Ahmed; … - In: The journal of product & brand management 32 (2023) 4, pp. 544-565
Persistent link: https://www.econbiz.de/10014281354
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Consumers' intention to purchase counterfeit sporting goods in Singapore and Taiwan
Chiu, Weisheng; Leng, Ho Keat - In: Asia Pacific journal of marketing and logistics 28 (2016) 1, pp. 23-36
Persistent link: https://www.econbiz.de/10011529169
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Gender and digital privacy : examining determinants of attitude toward digital piracy among youths in an emerging market
Tjiptono, Fandy; Arli, Denni; Viviea - In: International journal of consumer studies 40 (2016) 2, pp. 168-178
Persistent link: https://www.econbiz.de/10011488459
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Using the theory of planned behaviour to explain the widespread consumption of counterfeit sports jerseys among Amercian college students
Lang, Brandon - In: Journal of customer behaviour 16 (2017) 4, pp. 315-332
Persistent link: https://www.econbiz.de/10011859882
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Moral and ethical antecedents of attitude toward counterfeit luxury products : evidence from Pakistan
Jiang, Yushi; Xiao, Luo; Jalees, Tariq; Naqvi, Mishal … - In: Emerging markets finance & trade : a journal of the … 54 (2018) 13/14/15, pp. 3519-3538
Persistent link: https://www.econbiz.de/10012125876
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Consumer digital piracy behaviour among youths : insights from Indonesia
Arli, Denni; Tjiptono, Fandy - In: Asia Pacific journal of marketing and logistics 28 (2016) 5, pp. 898-922
Persistent link: https://www.econbiz.de/10011616854
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Predicting consumers' digital piracy behaviour : does past experience matter?
Kian Yeik Koay; Tjiptono, Fandy; Manjit Singh Sandhu - In: International journal of emerging markets 17 (2022) 9, pp. 2397-2419
Persistent link: https://www.econbiz.de/10014331900
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Consumer influences on pirated software purchases: perspectives from an emerging Gulf nation
Sohail, M. Sadiq; Al-Thonayen, Turki - In: International Journal of Trade and Global Markets 5 (2012) 1, pp. 43-56
This paper examines the factors that influence consumer attitude towards software purchase of pirated software in Saudi Arabia. Based on a review of literature, a model is developed that examines the personal, social, attitudinal and other factors that influence an intention to purchase pirated...
Persistent link: https://www.econbiz.de/10010817108