In this article, we provide a comprehensive review of the literature on economic models of national brand — store brand competition and address three questions: (i) What types of economic models have been used to analyze the competition between national brands and store brands? (ii) What...

Marketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but have led to gross generalizations and simplified thought patterns. This article examines myths and metaphors in marketing. A distinction is made...

The Web has become a major laboratory of what consumers search, comment upon, and purchase in the real economy. This paper leverages a mash-up of online Google search and of social media (Twitter, Facebook, and others) to “nowcast” the relative product sales performance of telecoms companies...

The objective of this study was to investigate how socialization agents - media, parents, and peers - influence on students’ brand consciousness in apparel and influences differ according to students demographic characteristics. Participants were 230 students in second semester, who...

The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

Aspirations of nations and brand-nations are inevitably linked with rise of nations, its economic power, its military muscle and also on its influence on regional and global geopolitics. Brand India has been a young concept, younger than the growth story of India which in 2008 would be five...

This article provides an introduction to the study of brand-name sharing, and presents results from an empirical study of sharing rates among 131 famous brand names from 1940 through 2010, conducted through an examination of business names in the white pages telephone directories of Chicago,...

In this article we offer a principally new method of brand valuation. Let’s mention the bounds of application of this approach. The method can be used for the companies which have the brand, the mature market of the common shares and the market of share depositary receipt. The core of the...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

The paper investigates the relationship between the implementation of integrated marketing communications and market brand performance in the field of OTC products and food supplements that are available in pharmacy stores in Slovenia without a prescription. In addition to providing a general...