Brand name is important for every company and every product, because the more people know about one product the more it will be sold. This paper will deal with the brand management and its impact on the consumer's behavior and society in Bosnia and Herzegovina. A survey is conducted about the...

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer interest in a trademark increases the profits of third parties who do not own the trademark. Using techniques such as loss leaders and shelf space adjacency, retailers...

Purpose: The aim of this paper is to study the factors that influence consumer behaviour through brand attachment, in the pet-friendly segment in Portugal. Pet-friendly tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide, urging the complex...

The role of customer value has been largely recognized over time by the firms as an instrument towards stimulating market share and profit optimization. The customer values for innovative products and unfamiliar brands of firm in competitive markets are determined largely by habits,...

In the present study, we define product branding as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (Chaudhuri and Holbrook, 2001). Both Doney and Cannon (1997) and Moorman et al. (1992) also stress that the notion of branding is only...

Manufacturers frequently resist heavy discounting of their products by retailers, especially when they are used as so-called loss leaders. Since low prices should increase demand and manufacturers could simply refuse to fund deep price promotions, such resistance is puzzling at first sight. We...

Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

Hochschulen treffen derzeit auf veränderte Rahmenbedingungen. Um langfristig denWettbewerb um Drittmittel, die besten Professoren, wissenschaftlichen Mitarbeiter undStudenten gewinnen zu können, ist eine Differenzierung vom Wettbewerb unumgänglich.Aufbauend auf theoretischen Grundlagen wird...

There is now a very large literature on dynamic models in marketing. In a narrow sense, dynamics can be understood as a mechanism whereby past product purchases affect a person's current evaluation of the utility he/she will obtain from buying a product. Most of the prior literature has focussed...