It is a common belief that users of a brand in one category are more likely to purchase brand extensions than non …-users of the brand. This study examines whether extensions actually do facilitate purchase of the brand in a second category …-category purchasing brand extensions achieve. We investigate 98 extensions across 30 CPG category pairings. This study finds:• Purchasing …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

, uncontrolled communications and brand name on brand attitude in the context of Grameen Phone Telecom. A systematic sampling method … show that controlled communication and brand name are statistically and significantly associated to brand attitude. These … table which indicates that uncontrolled communication is not statistically and significantly associated to brand attitude …

manufacturer brand (MB) with the store brand (SB), this research has studied the consumer's sensory respond towards two different … taste test and an informed taste test it has been observed the influence of the brand's product, when talking about store … perception of the sensory quality of the store brands, which generates more knowledge about the brand's value of the private …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Some firms that operate in multiple product markets use the same brand in different markets, while others use distinct … because, as an umbrella brand, the firm faces a temptation to exploit positive information spillovers across product markets … through the shared brand name. By using different brand names, a firm can credibly commit to investing in all product markets …

such as social recognition, social appeal, brand name/value, quality assurance, and social admiration …

Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages … of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages … differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred …