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Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010380722
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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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Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan
Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277
Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...
Persistent link: https://www.econbiz.de/10009759740
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Spousal Purchasing Behavior as an Influence on Brand Equity
Green, Robert D. - 2010
. This has impacted marital shopping roles and its influence on branding efforts. This is a Main Street (consumer, retail …
Persistent link: https://www.econbiz.de/10013138683
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Estimation of Residual Equity in Hierarchical Branding Structures : A Nonparametric Approach on Aggregate Beer Category Data
Voleti, Sudhir - 2012
Product offerings in many consumer packaged goods (CPG) categories come in a variety of complex branding structures … built around some discernable branding hierarchy. We develop a nonparametric statistical method in the context of a market … response model to estimate the residual equity of each hierarchical level in a typical CPG branding structure, consistent with …
Persistent link: https://www.econbiz.de/10013115974
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The Influence of Brand Personality - Evidence from India
Trott, Sangeeta - 2011
Nokia tops the list this year among India's most trusted brands. The purpose of this research is to analyze the influence of brand personality of NOKIA to perceived quality. Approximately 214 respondents from a well known management institute are selected for this purpose. Respondents are asked...
Persistent link: https://www.econbiz.de/10013123180
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Does Flow Influence the Brand Image in Event Marketing?
Drengner, Jan - 2012
Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical...
Persistent link: https://www.econbiz.de/10013100405
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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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Exploring Branding in Business Markets in India
Havaldar, Krishna K. - 2012
Purpose: The study examines branding in business markets in India. The objectives of the study were to understand the … importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing … of the indicative findings are: Branding was perceived to be very important in business markets by 90% of the respondents …
Persistent link: https://www.econbiz.de/10013107627