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...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute approximately equally to the connotative...

One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which vary socio-demographically. Though most urban markets look alike, they can be segmented as central markets, satellite markets located in suburban habitats and industrial and...

The case requires students to choose a positioning, communication and distribution strategy for Yue Sai, L’Oréal’s troubled Chinese luxury brand, by analyzing extensive information about the Chinese cosmetic market and the history of the brand. The case illustrates the challenges that even...

Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert. Da die SDL eine Integration dieser Ansätze ermöglicht, entsteht eine neue, holistische Perspektive auf das...

Ingredient Branding has been in market since 1960’s and its popularity have increased in last few years and showing more alliances of products, brands and marketing programs. Also, academic studies are gaining momentum in this direction. The new mobile phones are no more just for talking or...

Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a customer’s purchasing decision. This study aims to test the relationship between brand equity, green marketing, and the...

While brand punishment – through either individual or collective action – has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across...