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Marketing Mix and Brand Sales in Global Markets : Examining the Contingent Role of Country-Market Characteristics

Bahadir, S. Cem - 2014

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

Persistent link: https://www.econbiz.de/10013040392

Brand Value and Stock Markets : Evidence from Trademark Litigations

Coughlan, Anne T. - 2014

The paper investigates whether equity markets incorporate the value of an important category of intangible assets, namely, brand value of a firm. Using a novel dataset of trademark infringement lawsuits filed in US district courts from 2000-2012, this paper analyzes whether shocks to a firm's...

Persistent link: https://www.econbiz.de/10013040441

Emerging Trends in Branding Strategy

Singh, Balgopal - 2014

Branding strategy of a company largely depends on how these branding strategy can counter market complexity … brand portfolio, and Ingredient branding is to enhance product recognition based on the benefit and attributes, rather than … extending the brand vertically or horizontally. The paradigm shift in branding strategy is observed through exploratory study of …

Persistent link: https://www.econbiz.de/10013040502

Quality Competition and Entry Deterrence : When to Launch an Extra Brand

Müller, Stephan - 2014

In this paper, we study the rational for an incumbent to launch a second brand when facing potential entry in a market with quality differentiated products and a fringe producer. Depending on market size, costs for a second brand and a potential entrant's setup cost the incumbent might use a...

Persistent link: https://www.econbiz.de/10013043582

A Brand Culture Approach to Brand Literacy : Consumer Co-Creation and Emerging Chinese Luxury Brands

Schroeder, Jonathan E. - 2014

This study reveals Chinese consumers' desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed...

Persistent link: https://www.econbiz.de/10013045463

Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets

Echambadi, Raj - 2014

Many companies manage their business on a geographic basis and evaluate marketing metrics and managers correspondingly. Here, using a multi-level dataset from the U.S. retail gasoline industry, we demonstrate inherent differences in the levels of brand repurchase across territories. Furthermore,...

Persistent link: https://www.econbiz.de/10013046320

Personal Brand Value and Social Media. The Top Football Players’ Case

Kucharska, Wioleta - 2018

Personal branding valuation and social media usage are new and empirically unexplored areas of research. The aim of the …

Persistent link: https://www.econbiz.de/10012929227

The Role of a Brand in Recognition of Agri-Food Products from Serbia

and Food Economics, Institute of Agricultural - 2018

The purpose of this paper is to consider the possibilities of branding agri-food products from Serbia, which …

Persistent link: https://www.econbiz.de/10012929893

High-Volume Business News : Detecting Topic-Specific Sentiments to Account for Brand Ratings and Stock Returns

Malo, Pekka - 2018

Due to the highly voluminous, heterogeneous, and unstructured nature of global business news streaming at a fast pace, it has become increasingly difficult for marketing executives, corporate communications managers, and market analysts to make sense and track news media stories addressing the...

Persistent link: https://www.econbiz.de/10012930186

The Effect of Brand Awareness on Brand Loyalty : Mediating Role of Brand Commitment

Alkhawaldeh, Abdelbaset - 2018

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular …

Persistent link: https://www.econbiz.de/10012930933