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...

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...

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...

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...

For this study, marketers responsible for loyalty programs from many companies shared their views on the successful elements of a brand loyalty program. This information was used to produce a comprehensive summary of the best practices of loyalty programs. A survey was also conducted using a...

When the objective of an advertising campaign is to increase the consumption or usage frequency of a package good, copy testing measures must be sensitive to this objective. Since measuring actual usage can be prohibitive in terms of time and money, we present two measures which can be examined...

What makes a brand loyalty program successful? In depth interviews of 41 experts were conducted to establish the best practices of brand loyalty programs. Following this, Study 1 examines three types of programs (small, moderate, and large benefit programs) for three segments of consumers (non-,...

Whereas everyone recognizes that increasing obesity rates worldwide are driven by a complex set of interrelated factors, the marketing actions of the food industry are often singled out as one of the main culprits. But how exactly is food marketing making us fat? To answer this question, we...