The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The … that, in their view, tools of the marketing mix can influence relevant mental dispositions and attitudes. Brand realists … properties that afford branding in the sense of Gibson's ecological psychology. Brand strength is a function of the degree to …

Product offerings in many consumer packaged goods (CPG) categories come in a variety of complex branding structures … built around some discernable branding hierarchy. We develop a nonparametric statistical method in the context of a market … response model to estimate the residual equity of each hierarchical level in a typical CPG branding structure, consistent with …

Sector Oil marketing Companies especially in the marketing of petroleum products. One particular customer behavior that has … public sector oil marketing companies. The results point towards an opportunity which the oil marketing companies have to … increase the brand position and customer loyalty by devising income wise segmentation strategies for different consumer groups …

dimensions of perceived quality on a three point rating scale. This paper will help marketers frame proper marketing strategies …