When does advertising which describes a new use for a product or service (extension advertising) help or harm or strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can leverage their impact of their equity by increasing...

Managers of mature or established brands have received little guidance regarding the strategic and tactical decisions they must make to keep their brands healthy. By focusing on how existing consumers perceive, choose, and use brands, this paper suggests how managers can generate and prioritize...

Understanding a brand's equity is difficult for researchers. Building on means-end theory, describes a method - laddering - which has proven useful in uncovering insights related to the source and the nature of a brand's equity. Through laddering interviews a meaningful "mental map" can be...

Both researchers and managers have suggested that price promotion-induced stockpiling can increase a household's usage frequency of a product. Empirical evidence of any stockpiling effect, however, is mixed. In reconciling the inconsistent findings of these empirical studies, this paper shows...

When does a gain-framed health message work better than a loss-based one, such as a fear appeal? Although a basic summary of the literature would be inconsistent and inconclusive, a deeper focus on the individual or person-specific characteristics of the audience targeted in the studies shows a...

Instead of using advertising to generate preference or choice, many versatile, high-share, low-growth brands are now using advertising to suggest new ways to use the brand or new situations in which it can be consumed. For mature brands, such as Arm & Hammer Baking Soda, A-1 Steak Sauce, or...