A kereskedelmi márkák sikere a modern élelmiszer-ellátási lánc és a fogyasztói preferenciák formalizálódásának szimbóluma, ezen kívül a globális élelmiszer-kiskereskedelem egyre fontosabb hatalmi és versenyeszköze. A kereskedelmi márkás termékek részesedése ma már olyan...

This research focuses on retail branding in France. A qualitative study aims at identifying which are the specific dimensions of brand equity to be adapted to retail brands and which feedback effects of brand extension can occur on the image of retailer when a retail brand (which is the extended...

There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied - thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and...

The fact that Vienna is an attractive tourist destination, well known internationally is undeniable. With its imperial splendour and remarkable cultural image, Vienna has become, in the recent years, an attractive tourist destination, reaching in 2010 over 10.8 million overnights, far exceeding...

This study shows that different types of associations regarding a company have different effects on customers' product evaluations. Associations with a company's ability influenced quality perceptions of products marketed by the company's subsidiaries, but not intentions to actually buy those...

This article deals with measurement scales in marketing research, focusing on the existing types of scales (formative versus reflective) and on the assessment modalities of the reliability and validity level of both scale types. As concerns formative and reflective scales, the decision in...

This study shows that different types of associations regarding a company have different effects on customers' product evaluations. Associations with a company's ability influenced quality perceptions of products marketed by the company's subsidiaries, but not intentions to actually buy those...

History should prevent us from repeating the mistakes of the past. This article focuses on the analysis and interpretation of the branding and promotion events that occurred during the Great Depression (1929-1933), projected on the decision of the marketing and management specialists of our...

There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied – thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating,...

The thesis gives the brief overview of the development of Maoming litchi industry: it has the largest scale base and the output keeps going up; it has varieties of species and lots of famous special products; its standardized mass production ensures the safety of the products; the products go to...