consumers in brand alliances. Findings indicate that attitudes of the brands before the alliance (pre‐attitudes) have a positive … exclusivity differ based on whether the brand serves as the host or the ally brand in the alliance. Analyses conducted after …

The study examines the effects of e‐mail marketing on brand loyalty and also reveals the kinds of e‐mail content valued … by consumers. Data were gathered from 890 consumers, who were users of a multinational cosmetics brand and had received … on brand loyalty. E‐mail‐activated consumers visited retail stores. Consumers exposed to e‐mail marketing recommended the …

strongly positive brand images, there are now some, such as Acer, which are making quite good progress, so there are some … examples to examine. Future research should focus on which tactics a brand with negative COO image could use to build a …

(brand, location, paint color) of household paint. Design/methodology/approach – A telephone survey was conducted to …

with organizational, product, brand, promotional, and market requirements dominate in the detailed screen and pre …‐development evaluation points. At pre‐launch, decision‐makers focus on product, brand, and promotional criteria. Commercial fit, production …

for brand=switching consumers in terms of weaker attitude‐choice relationship. Findings – The research findings have … switching consumers. For example, it may be prudent for a small brand to concentrate on a selected few segments (such as brand …‐loyal segments) instead of spreading scarce brand resources across scattered promotion and distribution strategies. Originality …