—something paradoxical. Navigating a brand to be both global and local at the same time has been claimed to offer a successful market … managing the tensions and contradictions of being both old and new, the same and different, or a brand paradox (Brown, Kozinets … to build and empirically test a roadmap to help global and local brand leaders navigate the global marketplace. We employ …

engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis through a … netnographic process. We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed … with and admiration for a brand. The results show that the publications with the highest number of likes by brand followers …

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 …

On search keywords with trademarked terms, the brand owner (“focal brand”) and other relevant firms compete for … consumers. For the focal brand, paid clicks have a direct substitute in the organic links below the paid ad(s). The proximity of … are present, we find a positive, statistically significant impact of brand ads of 1-4%, with larger brands having a …

, 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 …

This paper explores and quantifies the importance of parent brand state dependence to forward looking pricing outcomes … the parent brand can decrease prices and reduce profits, as well as mitigate or even reverse the benefits of joint profit … maximization relative to sub-brand profit maximization. These effects are mediated by brand asymmetries and the relative magnitude …

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 …

(NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a … suitable generic NGTLD can increase brand awareness. Additionally, the Signaling Theory can explain why brand (and some generic …) NGTLDs can be used as signals. Brand NGTLDs can be used to protect the brand from negative influences by third parties in the …

sample, one major museum with a highly recognized brand closed temporarily and sequentially collaborated with two established …, suggesting brand complementarities. Second, a sub-group of customers who previously purchased from either or both of the museums … display decreased demand, consistent with brand dilution. Any structural approach that models the demand for collaboration …