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...

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...

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,...

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...

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...

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...

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...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness...