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Branding of private label products by product category : a model suggestion for fmcg market
Sarimehmet, Ayse; Aydin, Samet - In: UTMS journal of economics / University of Tourism and … 12 (2021) 1, pp. 19-31
model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … quality of the product, and the category of the product were evaluated in terms of branding of private label products in fast … moving consumer goods market (FMCG), and a branding model was proposed to comprise the mentioned factors on the branding of …
Persistent link: https://www.econbiz.de/10012588800
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Integrated web systems as strategic solutions for (successfully) branding the rural boarding houses
Dinu Vasiliu, Codrin <PhD>; Tanasă, Lucian; Brumă, … - In: Agrarian economy and rural development : realities and …, (pp. 62-69). 2016
For the past 15 years, mostly in the context of raising the financing volume for the rural environment, the number of rural boarding houses has been expanding exponentially. This increase has failed yet to be correlated with efficient marketing solutions, the development itself happened rather...
Persistent link: https://www.econbiz.de/10011590366
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Brand differentiation in German online job boards : an exemplary evaluation of Siemens' efforts at Stepstone.de to illustrate how a differentiation score model can support employer...
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 39-48
The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...
Persistent link: https://www.econbiz.de/10010423978
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The Reality of Brands : Towards an Ontology of Marketing
Grassl, Wolfgang - 2010
properties that afford branding in the sense of Gibson's ecological psychology. Brand strength is a function of the degree to … which brands occupy defensible niches in product space. Branding as a process involves changing external or internal …
Persistent link: https://www.econbiz.de/10013140079
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Debt for Brands - Tracking Down a Bias in Financing Photovoltaic Projects in Germany
Lüdeke-Freund, Florian - 2012
What kinds of PV project configurations do lenders prefer to finance? Recent developments in the field of renewable energy project finance have reinforced the need for investigation, as fundraising has become more challenging and project evaluation stricter. To contribute to the limited research...
Persistent link: https://www.econbiz.de/10013114709
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The Impact of Product Recall Communication on Brand Image, Brand Attitude and Perceived Product Quality
Kübler, Raoul V. - 2012
The number of product recalls has considerably increased during the last decade resulting in escalating costs for the public and companies likewise. Companies are confronted not only with severe consequences of their short-term performance (e.g. sales) but also of long-term marketing metrics...
Persistent link: https://www.econbiz.de/10013106487
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Consumer Evaluation of Copycat Brands : The Effect of Imitation Type
van Horen, Femke - 2012
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader...
Persistent link: https://www.econbiz.de/10013107050
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Towards a Classification of Brand Names in Mass Customization
Walcher, Dominik - 2013
The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research,...
Persistent link: https://www.econbiz.de/10013083026
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Price-Related Promotions are Mostly Bought by Existing Brand Buyers
Dawes, John - 2013
This study examines the extent to which temporary price cuts – called ‘price promotions' in grocery markets – are bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that found the majority of promotion buyers had bought the...
Persistent link: https://www.econbiz.de/10013088748
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Towards a Semiotics of Brand Equity : On the Interdependency of Meaning Surplus and Surplus Value in a Political Economy of Brands
Rossolatos, George - 2014
This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how the notions of code/subcode are central in accounting for the multifarious dimensions of brand value. Based on the basic premises that surplus of meaning is reflected in surplus...
Persistent link: https://www.econbiz.de/10013066677