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Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case
Albanese, Fabio - In: Symphonya. Emerging Issues in Management (2001) 1 Brand Equity
competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …
Persistent link: https://www.econbiz.de/10011149386
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Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case
Albanese, Fabio - In: Symphonya. Emerging Issues in Management (2000) 1 Brand Equity
competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …
Persistent link: https://www.econbiz.de/10010565783
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Retailers' Multichannel and Price Advertising Strategies
Zhang, Xubing - In: Marketing Science 28 (2009) 6, pp. 1080-1094
Online retailing boasts two major advantages: convenience of home shopping and easy access to information. In this paper, I argue that these two features have important implications for retailers' channel and advertising decisions. Two major questions are addressed: When should a conventional...
Persistent link: https://www.econbiz.de/10008788309
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E-consumer and the drive behind customer satisfaction: the Chinese online
Omar, Maktoba - In: International Journal of Economics and Business Research 2 (2010) 3/4, pp. 271-287
The purpose of this paper is to present and validate a model of factors influencing the customers' satisfaction on internet shopping in China. To attain these, a questionnaire was sent to 300 potential Chinese customers. The findings indicate that there are 15 items that influence consumer...
Persistent link: https://www.econbiz.de/10010669637
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Homogenous goods markets: an empirical study of price dispersion on the internet
Warin, Thierry; Leiter, Daniel - In: International Journal of Economics and Business Research 4 (2012) 5, pp. 514-529
This paper presents the results of an empirical study of price dispersion in homogenous goods markets. Modern economic theory suggests that markets will inevitably have information asymmetries resulting in equilibriums with price dispersion even when goods are perfectly homogenous. Earlier...
Persistent link: https://www.econbiz.de/10010669665
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Quality, pricing and success in electronic retailing – what makes an e-shop successful?
Hofmann, Georg Rainer - In: World Review of Entrepreneurship, Management and … 7 (2011) 2, pp. 155-173
The article addresses the question 'What makes an e-shop successful?' by providing various reference models. These reference models are for the obvious retail evolution, for quality and retail sales, for pricing and quality of products, and for pricing and quality of the sales process (i.e.,...
Persistent link: https://www.econbiz.de/10009353079
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Adding Bricks to Clicks: The Contingencies Driving Cannibalization and Complementarity in Multichannel Retailing
Avery, Jill; Steenburgh, Thomas J.; Deighton, John A.; … - Harvard Business School, Harvard University - 2007
This paper empirically explores the contingencies that drive cannibalizing and complementary effects across channels to provide sales forecasting, promotion planning, and customer relationship management guidance to multichannel managers. We investigate three contingencies in a sales analysis of...
Persistent link: https://www.econbiz.de/10005754948
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Analysis of social network applications for organic agrifood products
Scuderi, Alessandro; Sturiale, Luisa - In: International Journal of Agricultural Resources, … 10 (2014) 2, pp. 176-189
This study was intended to frame current changes of farms and consumers in the new virtual contexts. This research analysed consumers' different purchasing attitudes in a traditional or virtual context. Here, we presented the first results of an in-progress research that may explain the new...
Persistent link: https://www.econbiz.de/10010797716
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Der Buchhandel zu Beginn der neunziger Jahre
Waldkircher, Cornelia - In: Ifo Schnelldienst 44 (1991) 21, pp. 13-21
Im westdeutschen Buchhandel haben in den letzten Jahren große Veränderungen stattgefunden. Neben einer Vielzahl von kleinen Buchhandlungen sind in sehr guten Geschäftslagen Buchkaufhäuser entstanden, die auf einer Verkaufsfläche von mehreren tausend Quadratmetern über 100 000 verschiedene...
Persistent link: https://www.econbiz.de/10005048016
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Brand Policy and Brand Equity
Brondoni, Silvio M. - In: Symphonya. Emerging Issues in Management (2001) 1 Brand Equity
A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …
Persistent link: https://www.econbiz.de/10010908254