Showing 21 - 30 of 33
Persistent link: https://www.econbiz.de/10001624168
The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...
Persistent link: https://www.econbiz.de/10009203868
Persistent link: https://www.econbiz.de/10006077133
Persistent link: https://www.econbiz.de/10006094415
Persistent link: https://www.econbiz.de/10006742277
Persistent link: https://www.econbiz.de/10007756557
Persistent link: https://www.econbiz.de/10007896313
Persistent link: https://www.econbiz.de/10009836707
The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...
Persistent link: https://www.econbiz.de/10005755322
In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition...
Persistent link: https://www.econbiz.de/10010825450