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The name's the game: Does marketing impact the value of corporate name changes?

Kashmiri, Saim; Mahajan, Vijay - In: Journal of Business Research 68 (2015) 2, pp. 281-290

Each year, thousands of firms change their names, many in the absence of an accompanying M&A event. Existing research reveals significant heterogeneity in the stock market response to such pure name changes. Why do some firms reap greater stock market rewards for changing their names? Our study...

Persistent link: https://www.econbiz.de/10011117171

The interplay between brands and private labels and its consequences on small and medium wine producers

Hanf, Jon Heinrich - In: Management & Marketing 9 (2014) 3

retail branding approaches in this category. But, at the same time, wine brands are not very strong in Germany. Thus, the aim … of this viewpoint is a discussion on the consequences of retail branding on the German wine market and, in particular, on …

Persistent link: https://www.econbiz.de/10011158644

Destination Branding through the Perception of the Tourist: Case from Croatia

Meza, Peter; Seric, Neven - ToKnowPress

demonstrate an innovative approach to destination branding by exploiting the consumer power and their curiosity. The study is … experiences available there. The campaign appears to be a new, original, way of the destination branding. …

Persistent link: https://www.econbiz.de/10011165920

Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding

Parris, Denise L.; Troilo, Michael L.; Bouchet, Adrien; … - In: Sport Management Review 17 (2014) 4, pp. 530-545

self-branding/promotion figure prominently. Costs of competing are high in the best of circumstances, and nearly …

Persistent link: https://www.econbiz.de/10011056614

Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing

Rohm, Andrew J.; Gao, Tao; Sultan, Fareena; Pagani, … - In: Business Horizons 55 (2012) 5, pp. 485-493

Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United...

Persistent link: https://www.econbiz.de/10011065216

The impact of brand authenticity on brand trust and SME growth: A CEO perspective

Eggers, Fabian; O’Dwyer, Michele; Kraus, Sascha; … - In: Journal of World Business 48 (2013) 3, pp. 340-348

This article investigates the linkages between brand authenticity, brand trust, and SME growth from a CEO perspective. Brand authenticity is operationalized as consisting of three factors: brand consistency, brand customer orientation, and brand congruency. The hypotheses derived in this paper...

Persistent link: https://www.econbiz.de/10011065270

Managerial strategies in canning industries: A case study of early twentieth century Portugal

Mata, Maria Eugenia - In: Business History 51 (2009) 1, pp. 45-58

, branding trademarks, product differentiation and product quality, versus abundance or scarcity of resources to be used as …

Persistent link: https://www.econbiz.de/10005511586

Virtual Branding: Turning a stone into a Jewel

Ward, David; Secondi, Dario - EconWPA - 2005

This short paper discusses the evolution of branding and its projection in the near and distant future. In particular … branding could, in effect, control the world of products and services simply because we are hindered if not incapable of … evaluating other options. The paper places emphasis on two aspects of the future of branding: 1. the ultimate limit of branding …

Persistent link: https://www.econbiz.de/10005556570

Will social media kill branding?

Kohli, Chiranjeev; Suri, Rajneesh; Kapoor, Anuj - In: Business Horizons 58 (2015) 1, pp. 35-44

The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled … brands are managed. In this article, we take a close look at the building blocks of branding and also examine the core of … various facets of branding in this new marketplace. …

Persistent link: https://www.econbiz.de/10011191155

Could there be a luxury brand originating from the Czech Republic? The case of the Czech watchmaker Prim.

Král, Petr - In: Central European Business Review 2013 (2013) 3, pp. 15-21

Central Europe, due to its history, is not perceived as a region from which a luxury brand could originate while luxury is traditionally connected to Western European countries (such as France, Italy or Switzerland). Country of origin (COO) plays an important role in perception of any brand but...

Persistent link: https://www.econbiz.de/10011195427