Similar Search Results

Brands without boundaries – The internationalisation of the designer retailer’s brand

Moore, Christopher M.; Fernie, John; Burt, Steve - In: European Journal of Marketing 34 (2000) 8, pp. 919-937

fashion designer’s brand. Initial exploratory research revealed that there were 114 international fashion design houses … order to acquire capital to enable this expansion, over 60 per cent of all fashion designers are now public limited …

Persistent link: https://www.econbiz.de/10014721935

Identifying Innovators in Consumer Product Markets

Goldsmith, Ronald; Reinecke Flynn, Leisa - In: European Journal of Marketing 26 (1992) 12, pp. 42-55

Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific...

Persistent link: https://www.econbiz.de/10014723027

Consumer Behaviour towards Fashion

Evans, Martin - In: European Journal of Marketing 23 (1989) 7, pp. 7-16

Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on … innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is … important, and because fashion buying could have much to do with projecting images of how buyers see themselves (or would like …

Persistent link: https://www.econbiz.de/10014724698

The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits

Bian, Xuemei; Moutinho, Luiz - In: European Journal of Marketing 45 (2011) 1/2, pp. 191-216

Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. Existing studies have largely neglected brand influence on...

Persistent link: https://www.econbiz.de/10014722711

Sponsorship congruence and brand image

Woisetschläger, David M.; Michaelis, Manuel - In: European Journal of Marketing 46 (2012) 3/4, pp. 509-523

Purpose – Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why...

Persistent link: https://www.econbiz.de/10014722818

Media effect in commercial sponsorship

Meenaghan, Tony; Shipley, David - In: European Journal of Marketing 33 (1999) 3/4, pp. 328-348

Persistent link: https://www.econbiz.de/10014723320

Consumer evaluations of brand imitations

d’Astous, Alain; Gargouri, Ezzedine - In: European Journal of Marketing 35 (2001) 1/2, pp. 153-167

Reports a common occurrence in the marketplace: brand imitation. A total of 160 consumers participated in an experiment where goodness of imitation, presence/absence of the imitated brand, reputation of the store and type of product (convenience/luxury) were manipulated. The results show that...

Persistent link: https://www.econbiz.de/10014721966

The marketing directions of two fashion retailers

Newman, Andrew J.; Patel, Darshika - In: European Journal of Marketing 38 (2004) 7, pp. 770-789

Topshop and Gap are important fashion retail brands targeting young style‐conscious UK consumers. However, business … retailer positioning pivots on a range of marketing activities as well as matching fashion consumers to styles. The research …

Persistent link: https://www.econbiz.de/10014722186

The impact of brand extensions on brand personality: experimental evidence

Diamantopoulos, Adamantios; Smith, Gareth; Grime, Ian - In: European Journal of Marketing 39 (2005) 1/2, pp. 129-149

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Persistent link: https://www.econbiz.de/10014722230

Undesired self‐image congruence in a low‐involvement product context

Bosnjak, Michael; Rudolph, Nina - In: European Journal of Marketing 42 (2008) 5/6, pp. 702-712

Purpose – The paper seeks to investigate the incremental value of a construct termed “undesired self‐image congruence”, and capture consumers' perceived closeness to negatively valenced brand‐related attributes over and above established self‐image congruence factors known to affect...

Persistent link: https://www.econbiz.de/10014722496

1
2
3
4
5
6
7
8
9
10
Next
Last