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Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions
Osselaer, S.M.J. van - Erasmus Research Institute of Management (ERIM), ERIM … - 2004
brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …
Persistent link: https://www.econbiz.de/10005304712
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Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions
van Osselaer, van Osselaer, S.M.J. - Erasmus Research Institute of Management (ERIM), … - 2004
brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …
Persistent link: https://www.econbiz.de/10010837402
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Ingredient branding and feedback effects: The impact of product outcomes, initial parent brand strength asymmetry, and parent brand role
Radighieri, Jeffrey; Mariadoss, Babu John; Grégoire, Yany - In: Marketing Letters 25 (2014) 2, pp. 123-138
ingredient branding offering (IBO). Drawing on extant brand literatures, we investigate how brand feedback effects are influenced … by (1) the initial brand strength among the parent brands (low vs. high), (2) parent brand roles (whether the brand is … both parent brands, but the positive feedback is much more substantial for the weaker (vs. the stronger) brand. Under the …
Persistent link: https://www.econbiz.de/10010989706
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A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES
Ioan, Moisescu Ovidiu; Adriana, Gica Oana - In: Revista Tinerilor Economisti (The Young Economists Journal) 1 (2007) 9S, pp. 79-86
paper approaches, in a comparative, critical and impartial manner, the main brand name strategies, revealing the specific …
Persistent link: https://www.econbiz.de/10005607158
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Zachowania konsumentow wobec marek w sytuacjach kryzysowych. (Consumer behavior towards brands in crisis situations.)
Gorska-Warsewicz, Hanna - In: Problemy Zarzadzania 1 (2013), pp. 143-156
lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …
Persistent link: https://www.econbiz.de/10011194504
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If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association
Pfahl, Michael E.; Kreutzer, Andrew; Maleski, Mike; … - In: Sport Management Review 15 (2012) 4, pp. 518-537
study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins … forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand. …
Persistent link: https://www.econbiz.de/10010580858
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Zachowania konsumentow wobec marek w sytuacjach kryzysowych. (Consumer behavior towards brands in crisis situations.)
Gorska-Warsewicz, Hanna - In: Problemy Zarzadzania 11 (2013) 40, pp. 143-156
lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …
Persistent link: https://www.econbiz.de/10011265594
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Zachowania konsumentow wobec marek w sytuacjach kryzysowych. (Consumer behavior towards brands in crisis situations.)
Gorska-Warsewicz, Hanna - In: Problemy Zarzadzania 1 (2013) 1, pp. 143-156
lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …
Persistent link: https://www.econbiz.de/10011208255
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Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants
Genc, Ruhet - In: Acta Universitatis Danubius. OEconomica (2010) 3(3), pp. 33-46
Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate … their product or service among the competitors by adopting particular brand strategies since identifying a target customer … role of strategic co-brand management in the hospitality sector. This review paper aims to critically discuss the current …
Persistent link: https://www.econbiz.de/10010858336
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When Hershey Met Betty - Exploring the Symbolic Dimension of Co-Branding
Bengtsson, Anders - Institutet för Ekonomisk Forskning, Ekonomihögskolan - 2004
An emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen … the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a … for brand management can be achieved. …
Persistent link: https://www.econbiz.de/10005802185