В статье рассмотрены основные вопросы относительно терминологического обоснования понятий «бренд» и «бренд-менеджмент», основные этапы развития товара на...

This article was told about methods of classification of professional football clubs in the system of sportive marketing in the total commercial conditions of the most popular kind sport, football. Also was told about importance of brand in the professional football club as an active method of...

Раскрывется сущность ребрендинга образовательной организации, сформулированы его цели и задачи в зависимости от степени охвата бизнес процессов и...

В статье рассматривается проблематика использования советских брендов современными компаниями с точки зрения маркетинга. Исследуется специфика...

MOMCO was a leading manufacturer and marketer of branded edible oils in India. In its product portfolio, Kurdola was PUFA (poly unsaturated fatty acid) based premium edible oil. It was established in the market as the best product for keeping the heart healthy, based on the findings of medical...

In this research, five steps are brought up to build up the trademark map, including (1) deciding sample range of trademarks, (2) analyzing the first-time information, (3) analyzing the second-time information, (4) building up the trademark map, and (5) analyzing the trademark map. This standard...

Product-harm crises are among a firm’s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firm's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis....

We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian...

Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...