This empirical paper analyzes the effect of trademark activity on the market value and performance of U.S. commercial banks from two perspectives. First, a long-term perspective considers the effect of such activity on banks' Tobin's q. Second, with a short-term perspective, the authors analyze...

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...

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...

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...

Brand placement in movies is an emerging marketing dimension and strategy. These strategies are currently widely applied in films. The aim of this research is to explain the relationship between the acceptance of brand placement based on consumers’ perception and the brand recall towards brand...