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Ambiguity aversion and the power of established brands

Muthukrishnan, A. V.; Wathieu, Luc - 2007

This paper investigates situations where a sizable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which consumers hold more confident beliefs concerning...

Persistent link: https://www.econbiz.de/10010357571

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

Charismatic entrainment : how brand leaders and consumers co-create charismatic authority in the marketplace

Wieser, Verena E.; Luedicke, Marius K.; Hemetsberger, Andrea - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 731-751

Persistent link: https://www.econbiz.de/10012799041

The effect of perceived brand leadership on luxury service WOM

Chang, Yonghwan; Ko, Yong Jae; Leite, Walter - In: The journal of services marketing 30 (2016) 6, pp. 659-671

Persistent link: https://www.econbiz.de/10011635071

Brands versus brand extensions : implications of brand-based learning for the dynamics of sales

Ishihara, Masakazu; Moorthy, Sridhar - 2019

A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new product trial in experience goods categories. In this paper we argue that this property has specific testable implications for the dynamics of sales. In particular, in the movie...

Persistent link: https://www.econbiz.de/10012052395

A multi-dimensional framework for the development of authentic consumer products

Kristav, Per; Bäckström, Izabelle; Nordin, Axel; … - In: Journal of marketing and consumer behaviour in emerging … (2018) 2, pp. 46-65

A common assumption in product value literature is that authenticity is what contemporary consumers value the most. However, as this paper illustrates, the meaning of authenticity is unclear, and the term appears foreign to product development practitioners. The purpose of this paper is to...

Persistent link: https://www.econbiz.de/10012119682

The impact of customer satisfaction, customer experience and customer loyalty on brand power : empirical evidence from hotel industry

Nobar, Hossein Bodaghi Khajeh; Rostamzadeh, Reza - In: Journal of business economics and management 19 (2018) 2, pp. 417-430

This research aims to investigate the impact of customer satisfaction, experience, and loyalty on brand power in the Hotel industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were Pars Hotels' customers. Sample size was 384,...

Persistent link: https://www.econbiz.de/10012174845

The effect of customer empowerment and customer engagement on marketing performance : the mediating effect of brand community membership

Anber Abraheem Shlash Mohammad - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 21 (2020) 1, pp. 30-38

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...

Persistent link: https://www.econbiz.de/10012221786

Direct and indirect effect of brand credibility, brand commitment and loyalty intentions on brand equity

Mathew, Veeva; Thomas, Sam; Injodey, Joseph I. - In: Economic review : journal of economics & business 10 (2012) 2, pp. 73-82

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to...

Persistent link: https://www.econbiz.de/10012010625

Exploring the multi sensory based memorable tourism experiences : a study of Adam & Eve Hotel in Turkey

Guzel, Ozlem; Dortyol, Taylan - In: Journal of marketing and consumer behaviour in emerging … (2016) 2, pp. 28-39

Tourism business executives should discover critical ways to create a memorable experience by appealing to consumers' multi-sensory organs emotionally and rationally. From this point of view determining the most successful multi-sensory brand experience concept, which the customers find most...

Persistent link: https://www.econbiz.de/10012116508

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