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Fashion is the quintessential post-modernist consumer practice, or so many hold. In this contribution, I argue that, on … the contrary, fashion should be understood as a means of communicating one's commitment to modernist values. I introduce … dynamics of fashion that can be observed. …
Persistent link: https://www.econbiz.de/10010731515
brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …
Persistent link: https://www.econbiz.de/10010837402
We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock … hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low … equity brands. Brand loyalty is especially strong for high equity brands in hedonic product groups. Our study also confirms …
Persistent link: https://www.econbiz.de/10010837570
Product-harm crises are among a firm’s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firm's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis. We...
Persistent link: https://www.econbiz.de/10010731099