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Effect of Complementary Product Fit and Brand Awareness on Brand Attitude After M&As : Word of Mouth as a Moderator
Lee, Hsiang-Ming - 2019
The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude after Mergers and acquisitions (M&As). The study also examined the moderating effect of word of mouth. A survey was conducted with 411 respondents (162 males and 249 females), who...
Persistent link: https://www.econbiz.de/10012898834
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What is the Value of an International Brand Name? - Efficacy of Foreign Branding in a Brazilian Scenario
Lora, Iago Farias - 2019
derive from the English language. The strategy called foreign branding consists on using foreign names in new brands created …
Persistent link: https://www.econbiz.de/10012899017
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The Brand Equity of Petronas Petroleum Products : The Perspective of Malaysian Consumers
Binti Ramli, Nur Suhaili - 2017
Persistent link: https://www.econbiz.de/10012941843
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Legal Regulations and Branding Higher Education Institutions
Abbas, Syed Ali - 2017
review paper aims to recon the importance and linkage of branding with laws and legislation required to brand a specific … product/ service. Most importantly the current trend in higher education branding entails ways for rigorous marketing which … promotional flexes to gorilla marketing, universities are leaving no stone unturned to band themselves. However, their branding …
Persistent link: https://www.econbiz.de/10012945434
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The Influence of Manufacturer Attitude, Brand Strength and Profits on Distributors’ Overall Satisfaction : Evidence from Bangladesh
Prosad Saha, Suman - 2017
Distributors are agents of a manufacturer who supply products to other businesses that sell to end users or delivers products straight to end users. They play a significant role as a link between the manufacturer and its final consumers. A company's success or failure predominantly depends on...
Persistent link: https://www.econbiz.de/10012945968
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Evaluative Conditioning 2.0 : Referential Versus Intrinsic Learning of Affective Value
Sweldens, Steven - 2010
Evaluative conditioning is an important determinant of consumers' likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S ndash; S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering...
Persistent link: https://www.econbiz.de/10012758260
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Generic and Brand Advertising Strategies in a Dynamic Duopoly
Bass (deceased), Frank M. - 2009
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much...
Persistent link: https://www.econbiz.de/10012766678
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A Theory of Brand Positioning : Product-Portfolio View
Ke, T. Tony - 2020
Beyond real functional differences, brand positioning can have profound effects on the purchase decisions of consumers. Using a product-portfolio and consumer search framework, we provide a micro-foundation for why and how brand positioning can deliver credible information to consumers....
Persistent link: https://www.econbiz.de/10012823728
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A Mixed Methods Approach to Investigating Glocal or Hybrid Brands
Schmidt-Devlin, Ellen - 2020
). The goal of this study is to use the foundation of prior research on global branding and international marketing strategy …
Persistent link: https://www.econbiz.de/10012823768