The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent of consumers’ brand‐switching and divided loyalties between brands largely predictable from the differing...

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can...

A brand is a kind of sign by which we can distinguish one commodity from another. Commodity prices, as well as consumers’ utility and firms’ profit, are affected by brands. Presents a theoretical framework that incorporates aspects of brand in microeconomic analysis. The theory developed...

In the brand equity literature, little attention has been paid to comparing the role of product and brand name attributes in obtaining differential advantages. This work presents a framework for analysis based on the benefits of these attributes as conceived by consumers. Two types of benefits...

Outlines the problems involved when marketing to consumers in mature markets. Emphasises the need to build a direct knowledge of their consumers and to differentiate the service, product and brand from those of competitors. Asserts that small, distinct service experiences will combine to create...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – The purpose of this paper is to describe the development and evaluate the competitive strategy of Emirate Airlines. Design/methodology/approach – The paper outlines Emirates' history and discusses the factors that have contributed to its remarkable record of profitable growth....

Explains how sales efforts try to create product differentiation and increase monopoly power; and uses 1995‐1996 data from a panel of 45 Greek firms to examine the relationship between debt‐to‐equity ratio and profitability, taking a firm’s sales promotion expenses into account. Applies...

Explains the links between R&D investment, product differentiation and monopoly power, referring to previous research; and argues that internal financing of R&D creates even more competitive advantage. Develops mathematical models and applies them to 1990‐1996 data for a panel of 40 Greek...

Purpose – The paper attempts to analyze vertical product differentiation as a strategy pursued by European banks seeking greater market power and higher reputation for quality, and to examine whether this entails losses in banking efficiency. Design/methodology/approach – First, the...