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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
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Brands versus brand extensions : implications of brand-based learning for the dynamics of sales
Ishihara, Masakazu; Moorthy, Sridhar - 2019
A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new product trial in experience goods categories. In this paper we argue that this property has specific testable implications for the dynamics of sales. In particular, in the movie...
Persistent link: https://www.econbiz.de/10012052395
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National brands in hard discounters : market expansion and bargaining power effects
Bonnet, Céline; Bouamra-Mechemache, Zohra; Klein, Gordon - 2020
In this paper, we analyze the strategic role of the recent introduction of national brand products by hard discounters in the French market and its impact both at the retail and manufacturer levels. We use a structural econometric model of vertical relationships that takes into account the...
Persistent link: https://www.econbiz.de/10012223754
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The effect of social-media communication on consumer perceptions of brands
Schivinski, Bruno; Dąbrowski, Dariusz - 2013
Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...
Persistent link: https://www.econbiz.de/10011802059
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The consumer-based brand equity inventory : scale construct and validation
Schivinski, Bruno; Dąbrowski, Dariusz - 2014
The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in this study as a four-dimensional model consisting of...
Persistent link: https://www.econbiz.de/10011802135
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Consumer social network brand identification and personal branding : how do social network users choose among brand sites?
Kucharska, Wioleta - 2016 - This version 10/10/2016
personal branding is a planned effect of brand identification and is crucial for brand value creation in social networks. …
Persistent link: https://www.econbiz.de/10011802304
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The development and change in city branding : a content analysis of the literature
Oguztimur, Senay; Akturan, Ulun - 2014
The purpose of this study is to systematically review the city branding literature to provide an explicated and … organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city … growing interest from different disciplines for city branding as a research domain. Therefore, it is concluded that, city …
Persistent link: https://www.econbiz.de/10011492998
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Risikomanagement unter Marketinggesichtspunkten
Bielefeldt, Jonas - 2010
Persistent link: https://www.econbiz.de/10003943229
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Why do some new products fail? : evidence from the entry and exit of Vanilla Coke
Clark, Robert; Gong, Yiran - 2021
The analysis of new product introduction using discrete-choice demand models has focused on successful products (e.g. the minivan) and their welfare impacts. Instead, we apply this approach to unsuccessful products to provide insight into the reasons for their failure. Our case study is the...
Persistent link: https://www.econbiz.de/10012670911
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Intangible Marketing Capital
Bronnenberg, Bart J.; Dubé, Jean-Pierre H.; Syverson, Chad - National Bureau of Economic Research - 2022
, image, etc.), along with the investments in the labor force used to manage and oversee the branding. We then discuss the …
Persistent link: https://www.econbiz.de/10013334364