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TV Advertising Effectiveness and Profitability : Generalizable Results from 288 Brands

Shapiro, Bradley; Hitsch, Günter J.; Tuchman, Anna - 2021

We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...

Persistent link: https://www.econbiz.de/10013247715

The Effect of Macro Celebrity and Micro Influencer Endorsements on Consumer-Brand Engagement in Instagram

Rios de Castro Marques, Inês; Casais, Beatriz Graça; … - 2021

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Persistent link: https://www.econbiz.de/10013251428

Linking brand and competitive advantage : the mediating effect of positioning and market orientation

Rua, Orlando Manuel Martins Marques de Lima; Santos, … - In: European research on management and business economics 28 (2022) 2, pp. 1-10

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...

Persistent link: https://www.econbiz.de/10013254593

Consumer perception of regional brands in Czechia in 2021

Stoklasa, Michal; Matušínská, Kateřina - In: Scientific papers of the University of Pardubice 30 (2022) 1, pp. 1-11

The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies...

Persistent link: https://www.econbiz.de/10013206011

Assessment of the Brand Image of Bikaji Foods International Limited in Bikaner City

Dhaka, Surjeet - 2015

Indian snack food market has reached a value of Rs. 1530 crore. It is one of the largest snack markets in the world. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum. Bikaji is one of them and going to be the biggest...

Persistent link: https://www.econbiz.de/10013031665

Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia

Tasurru, Hammam - 2015

Indonesia is a large market for consumer product targeting youth consumers, with populations of more than 70 million young inhabitants and market size of 155 billion US Dollar. The size of this potential market attracts foreign products with globally-recognized brands to enter the Indonesian...

Persistent link: https://www.econbiz.de/10013034080

Exploring the Issues and New Insights of Global Branding and Strategic Corporate Social Responsibility (CSR) : A Case of Pakistani Organizations

Zamin Abbas, Dr. Rana; Murad, Hasan; Khan, Mazhar Abbas; … - 2021

The purpose of this paper is to demonstrate the concept of global branding, what it stands for being socially …) literature and global branding literature in the context of Pakistani organizations. It also suggests future implications for … theorists, practitioners and academicians with reference to effective strategic CSR and global branding. This paper embarks on …

Persistent link: https://www.econbiz.de/10013243828

The Impact of Significant Negative News on Consumer Behavior Towards Favorite Brands

Sago, Brad - 2014

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company's brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to the...

Persistent link: https://www.econbiz.de/10013062997

Brand Management in Small and Medium Enterprise : Evidence from Dubai, UAE

Gundala, Raghava Rao - 2014

The study aims to explore the owner-managers' attitudes and opinions towards branding and brand management in small and … owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of … the respondents believe that incorporating branding strategies is insignificant for the success of Small and Medium …

Persistent link: https://www.econbiz.de/10013063002

Exploring internal stakeholders' emotionalattachment & corporate brand perceptionsthrough corporate storytelling for branding

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-22

through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative … understanding of corporate stories for branding in the six (6) selected listed company. Purposive sampling was used to select … of corporate stories for branding and Impression Management theory elements depicted that these are related to internal …

Persistent link: https://www.econbiz.de/10012643839