Similar Search Results

The impact of brand credibilty and brand personality on purchase intention: an empirical study in China

Wang, Xuehua; Yang, Zhilin - In: International marketing : emerging markets, (pp. 137-153). 2011

Persistent link: https://www.econbiz.de/10008937374

Umbrella branding and the provision of quality

Hakenes, Hendrik; Peitz, Martin - In: International journal of industrial organization 26 (2008) 2, pp. 546-556

Persistent link: https://www.econbiz.de/10003724162

Umbrella branding and the provision of quality

Hakenes, Hendrik; Peitz, Martin - 2004

the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

Persistent link: https://www.econbiz.de/10002592938

Umbrella Branding and the Provision of Quality

Peitz, Martin; Hakenes, Hendrik - 2021

Persistent link: https://www.econbiz.de/10013318794

China Branding : Cases from Zhejiang

Liu, Martin J. (ed.); Luo, Jun (ed.) - 2019 - 1st ed. 2019

Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand -- Case 2 …’s Power Plant Pollution Control Equipment -- Case 5 Customer Orientation and Brand Performance: A Study of ROBAM -- Case 6 … Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building …

Persistent link: https://www.econbiz.de/10012398893

China branding : cases from Zhejiang

Liu, Martin J. (ed.); Luo, Jun (ed.) - 2019

Persistent link: https://www.econbiz.de/10012035838

Umbrella branding and external certification

Hakenes, Hendrik (contributor); Peitz, Martin (contributor) - 2008

In a market environment with random detection of product quality, a firm can employ umbrella branding as a strategy to convince consumers of the high quality of its products. Alternatively, a firm can rely on external certification of the quality of one or both of its products. We characterize...

Persistent link: https://www.econbiz.de/10003730661

Vom komplexen Markenportfolio zur globalen Unternehmensmarke : das internationale Markenmanagement der Allianz

Deuringer, Christian; Grass, Andreas; Heußler, Tobias - In: Management internationaler Dienstleistungsmarken : …, (pp. 175-200). 2009

Persistent link: https://www.econbiz.de/10003786533

Brand extensions

Braig, Bridgette M.; Tybout, Alice M. - In: Kellogg on branding : the marketing faculty of the …, (pp. 91-103). 2005

Persistent link: https://www.econbiz.de/10003285335

Umbrella branding and external certification

Hakenes, Hendrik; Peitz, Martin - In: European economic review : EER 53 (2009) 2, pp. 186-196

Persistent link: https://www.econbiz.de/10003834328