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Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Persistent link: https://www.econbiz.de/10010380722

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

Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan

Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Persistent link: https://www.econbiz.de/10009759740

Spousal Purchasing Behavior as an Influence on Brand Equity

Green, Robert D. - 2010

. This has impacted marital shopping roles and its influence on branding efforts. This is a Main Street (consumer, retail …

Persistent link: https://www.econbiz.de/10013138683

The Impact of Business Name Changes in Branding and Customers' Perception : The Cases of Almacenes Viveroy Almacenes Ley Name Change to Almacenes Exito-Cartagena

Londoño Aldana, Emperatriz - 2011

This study analyzes the impact of a brand name change in the forms of a business name change. Specifically the name change of a successful store in Cartagena de Indias Colombia is examined. Lopez and Benlloch (2005) argue that trademark/trade-name positively impacts the generation of confidence...

Persistent link: https://www.econbiz.de/10013122596

Evidence on Internet Communication Management Strategies for Luxury Brands

Geerts, Angy - 2011

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Persistent link: https://www.econbiz.de/10013123136

The Impact of Product Recall Communication on Brand Image, Brand Attitude and Perceived Product Quality

Kübler, Raoul V. - 2012

The number of product recalls has considerably increased during the last decade resulting in escalating costs for the public and companies likewise. Companies are confronted not only with severe consequences of their short-term performance (e.g. sales) but also of long-term marketing metrics...

Persistent link: https://www.econbiz.de/10013106487

Consumer Evaluation of Copycat Brands : The Effect of Imitation Type

van Horen, Femke - 2012

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader...

Persistent link: https://www.econbiz.de/10013107050

Towards a Classification of Brand Names in Mass Customization

Walcher, Dominik - 2013

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research,...

Persistent link: https://www.econbiz.de/10013083026

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