Conventional wisdom suggests that when firms face a negative externality like gray marketing (i.e., the selling of branded goods outside of the manufacturer's authorized channels), an effective strategy to reduce the negative impact is to centralize decision-making (Varian 1992). Nevertheless,...

This paper investigates Internet banking adoption among Taiwanese bank customers. The paper examines the affect of involvement using TAM (technology acceptance model). From the PII (Personal Involvement Inventory) scales, the results indicate that involvement is significantly influenced by the...

Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...

Recent studies in marketing suggest that non-financial metrics, such as customer satisfaction and brand value, help explain the variation in the cost of equity and cost of debt. These studies usually focus on only one non-financial metric and one component of capital cost. In this study, we...

Hungarian Abstract: A fogyasztók jelentős része a biotermékeknek pozitív imidzset tulajdonít. Ez a pozitív imidzs-transzfer magában foglalja az egészségesség érzetét, a tápértéket, de kiterjed olyan érzékelt tulajdonságokra is, mint az illat és az íz. Jelen tanulmánynak az...

Co-branding provides a possible way to create brand associations and to reinforce the images of partnering brands. At the same time, important associations can be transferred from the partnering brands to a new, unknown co-brand. However, no prior study has investigated in detail which...

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

Trademark law is incoherent, and it fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding. Trademark law has not grasped that is managing brands, not trademarks. In this article, Professor Deven Desai develops a new theory...

Purpose – Corporate social responsibility is becoming increasingly important in the retailing industry, whereby retailers are frequently criticized for socially irresponsible business practices by mass media and consumer advocacy groups. The purpose of this research is to find out which retail...