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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of Business Research 67 (2014) 7, pp. 1559-1566
When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with … via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature … of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b …
Persistent link: https://www.econbiz.de/10010776874
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A forecasting system for movie attendance
Marshall, Pablo; Dockendorff, Monika; Ibáñez, Soledad - In: Journal of Business Research 66 (2013) 10, pp. 1800-1806
The main objective of this paper is to develop a system that uses historical data to forecast new movie attendance. In contrast to most models in the literature that consider aggregated prediction or the demand for a cross-section of movies, this paper analyzes the dynamic behavior of attendance...
Persistent link: https://www.econbiz.de/10011049998
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Giving green a second thought: Modeling the value retention of green products in the secondary market
Majid, Kashef Abdul; Russell, Cristel Antonia - In: Journal of Business Research 68 (2015) 5, pp. 994-1002
Demand for green products continues to grow. This research examines green products’ retention of value and whether new green brands differ from green brand extensions in their ability to retain value amidst technological innovations. Modeling of data from the used car market between 2004 and...
Persistent link: https://www.econbiz.de/10011209104