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Persistent link: https://www.econbiz.de/10000883454
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...
Persistent link: https://www.econbiz.de/10012970351
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...
Persistent link: https://www.econbiz.de/10013001524
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 developed that visually links a brand's attributes, the benefits or …
Persistent link: https://www.econbiz.de/10013049837
strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can …’s attitude toward the extension or on one’s perceived versatility of the brand or service …
Persistent link: https://www.econbiz.de/10014035136
elements of a brand loyalty program. This information was used to produce a comprehensive summary of the best practices of … brand. Programs offering benefits with minimal value and average value can motivate light and heavy users, respectively, to …
Persistent link: https://www.econbiz.de/10014130399
measures. With measures of usage intention, one’s usage frequency of the target brand determines the appropriate measure …. Methodological and measurement implications are suggested along with a general method for further testing of stylized measures such …
Persistent link: https://www.econbiz.de/10014035135
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-, light-, and heay-users). Using 132 brand managers, Study 2 shows why …
Persistent link: https://www.econbiz.de/10014035420
Persistent link: https://www.econbiz.de/10003364661
Food marketing brings together the producer and consumer. It is responsible for the chain of activities that brings food from the “farm gate to the plate.” While farmer markets are one way that this can occur, more highly processed foods, such as a breakfast cereals or frozen dinners go...
Persistent link: https://www.econbiz.de/10014128607