Los signos de calidad como denominaciones de origen y otras indicaciones geograficas son elementos de diferenciacion que estan suscitando, desde hace unos anos, gran interes y desarrollo en muchos paises. Ademas de ser figuras de proteccion oficial, tienen un significado comercial similiar al de...

Geographic Indications (GIs) such as Darjeeling Tea, Pampas meat, Basmati rice, and Parmigiano cheese embody unique expressions of culture, tradition, and place. This 6 page summary of the Main Themes of Discussion by the Terra Madre conference participants and the E-Forum departs from the...

Narration and experience play a central role in the marketing andbrand management strategies: they are used to create a vivid image ofthe brand in consumers' minds, to carry positive values attributable tothe brand and to help the consumer in constructing «possible worlds»symbolically positive...

This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives...

The intangible and inseparable nature of services is generally thought to increase the risk perceived by consumers when making purchase decisions. This higher level of perceived risk arises because, relative to physical goods, services are characterized by higher levels of experience and...

Real exchange rates influence the competitiveness of tradable goods produced in a country, and thus the latter’s external balance. In the short-run, real exchange rates are influenced by real, as well as monetary variables. With a view to maintain their competitiveness in international...

The objective of this study was to analyze the impact of advertisement and brand equity on customers’ loyalty in Isfahan city. literature review on advertising, brand equity, customer loyalty research model was presented. A standard questionnaire was used as data collection instrument. To...

Las extensiones de marca se han convertido en una de las estrategias más utilizadas por las empresas para el lanzamiento de nuevos productos. El éxito de las extensiones va a depender fundamentalmente de cómo son aceptadas por los consumidores, por ello, este trabajo propone un modelo que...

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...

The authors develop a dynamic approach to measuring the evolution of comparative brand premium, an important component of brand equity. A comparative brand premium is defined as the pairwise price difference between two products being identical in every respect but brand. The model is based on...