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The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

Persistent link: https://www.econbiz.de/10014230646

Cross-gender extension potential of luxury brands : a semiotic analysis

Veg-Sala, Nathalie; Roux, Elyette - In: The journal of brand management : an international journal 25 (2018) 5, pp. 436-448

Persistent link: https://www.econbiz.de/10011919441

Exploring brand masculine patterns : moving beyond monolithic masculinity

Azar, Salim L. - In: The journal of product & brand management 22 (2013) 7, pp. 502-512

Persistent link: https://www.econbiz.de/10010225089

Brand equity: How is it affected by critical incidents and what moderates the effect

Hildebrandt, Lutz; Tischer, Sven - 2012

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The...

Persistent link: https://www.econbiz.de/10010318786

Measuring changes in preferences and perception due to the entry of a new brand with choice data

Hildebrandt, Lutz; Kalweit, Lea - 2008

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...

Persistent link: https://www.econbiz.de/10010263745

A Joint Framework for Category Purchase and Consumption Behavior

van Oest, Rutger; Paap, Richard; Franses, Philip Hans - 2002

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand choice and purchase quantity. The approach differs from other approaches, currently available in the literature, as it is able to take into account consumption dynamics. In the...

Persistent link: https://www.econbiz.de/10010324989

Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data

van Oest, Rutger; Franses, Philip Hans - 2003

Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specificperiod of time. It is for this purpose that we...

Persistent link: https://www.econbiz.de/10010325000

Context effects as customer reaction on delisting of brands

Wiebach, Nicole; Hildebrandt, Lutz - 2010

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

Persistent link: https://www.econbiz.de/10010281548

The Relationship between Household Lifecycle and Brand Loyalty

Trinh, Giang; Wright, Malcolm - 2011

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift...

Persistent link: https://www.econbiz.de/10014182220

Veblen Brands

Sheff, Jeremy N. - 2012

The trademark doctrine of post-sale confusion is a creation of the lower federal courts that has never been accepted, or even considered, by the Supreme Court. This article argues that the doctrine should be discarded. Courts use the term “post-sale confusion” inconsistently to refer to...

Persistent link: https://www.econbiz.de/10014184194