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The two sides of brand equity and the impact of brand extensions
Stegemann, Nicole - University of Western Sydney; University of Western Sydney; … - 2004
With developments such as an increase in competition, busier and more sophisticated consumers, companies attempt to achieve a competitive advantage through increased brand equity of their product offerings. Increased brand equity often translates into increased brand loyalty, which in turn means...
Persistent link: https://www.econbiz.de/10009482234
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Lovemarks : The future beyond brands
Roberts, Kevin W. S. (contributor) - 2006 - 1. ed., Saatchi & Saatchi Designer's ed.
Persistent link: https://www.econbiz.de/10004893104
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Designing brand identity : a complete guide to creating, building, and maintaining strong brands
Wheeler, Alina - 2006 - 2. ed.
Persistent link: https://www.econbiz.de/10004399191
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The Persuasive Communication in Marketing Strategies
Suzana, Purice; Monica, ªerban - In: Ovidius University Annals, Economic Sciences Series XI (2011) 1, pp. 1785-1790
Connected to an environment characterized by dynamism, the organization faces both opportunities and difficulties. It must possess a high capacity to adapt to changes and quickly respond to the environmental signals. The market or environmental instability may undermine the organizational...
Persistent link: https://www.econbiz.de/10010839024
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THE DISTRIBUTION NETWORK DEVELOPEMENT IN PRINT MEDIA
Iordache, Loredana; Criveanu, Radu; Nicolae, Cernăianu - In: Annals - Economy Series 3 (2012) September, pp. 141-149
newspaper circulation and advertising. The research taken into account trends and developments worldwide print media as well as …
Persistent link: https://www.econbiz.de/10010611282
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Differentiated marketing strategies between strategic groups in Greek food industry
Notta, Ourania - In: International journal of computational economics and … 5 (2015) 1, pp. 1-11
Persistent link: https://www.econbiz.de/10011317313
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The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds
Vakratsas, Demetrios; Feinberg, Fred M.; Bass, Frank M.; … - In: Marketing Science 23 (2004) 1, pp. 109-119
Prior work in marketing has suggested that advertising —levels beneath which there is essentially no sales response …—are rarely encountered in practice. Because advertising policies settle into effective ranges through early trial and error … regression model with two "regimes," in only one of which advertising is effective. Mediating the switch between the two regimes …
Persistent link: https://www.econbiz.de/10008787527
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Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets
Sriram, S.; Chintagunta, Pradeep K.; Neelamegham, Ramya - In: Marketing Science 25 (2006) 5, pp. 440-456
-space model based on the Kalman filter, which captures the influence of marketing actions such as brand-level advertising on the … effect of increasing the advertising expenditures for the largest and the smallest brands in this category and find that … these brands can increase their profitability by increasing their advertising expenditures. We also analyze the impact of …
Persistent link: https://www.econbiz.de/10008787706
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Price Sensitivity and Television Advertising Exposures: Some Empirical Findings
Kanetkar, Vinay; Weinberg, Charles B.; Weiss, Doyle L. - In: Marketing Science 11 (1992) 4, pp. 359-371
increases in brand advertising activities lead to increases or decreases in consumer price sensitivity. Lack of data to measure … the exposure of individual households to advertisements and to capture competitive activities has been an important … limitation to date. This study, using single source data for a midwestern US market, finds that increased advertising exposures …
Persistent link: https://www.econbiz.de/10008787908