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In: Strategic Direction 23 (2007) 9, pp. 28-31

Purpose – This paper provides an interview with Jean‐Marc Lehu about the growth in product placement as an alternative to classic TV advertising, which is in decline. Design/methodology/approach – This paper is an interview with Jean‐Marc Lehu. Findings – Discusses changes in consumer...

Persistent link: https://www.econbiz.de/10015010189

Building brand salience for commodity‐based wine regions

Remaud, Hervé; Lockshin, Larry - In: International Journal of Wine Business Research 21 (2009) 1, pp. 79-92

brands. …

Persistent link: https://www.econbiz.de/10014814098

Getting customers downtown: the role of branding in achieving success for central business districts

Runyan, Rodney C.; Huddleston, Patricia - In: Journal of Product & Brand Management 15 (2006) 1, pp. 48-61

/implications – Brands in general are posited to be less mobile than other firm resources, and thus may provide a more sustainable …. Originality/value – This research moves the study of brands beyond “product” towards the concept of place branding. It extends the …

Persistent link: https://www.econbiz.de/10014895894

Cross‐cultural challenges in product placement

Lee, Taejun (David); Sung, Yongjun; de Gregorio, Federico - In: Marketing Intelligence & Planning 29 (2011) 4, pp. 366-384

Purpose – The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type. Design/methodology/approach –...

Persistent link: https://www.econbiz.de/10014946266

Alfred P. Sloan's 1921 repositioning strategy

Powers, Thomas L.; Steward, Jocelyn L. - In: Journal of Historical Research in Marketing 2 (2010) 4, pp. 426-442

Purpose – In 1921, Alfred P. Sloan developed an extensive repositioning strategy that was instrumental to General Motors' success over the decades that followed. This paper aims to provide a review of the development and evolution of this strategy and how the later deviation from this strategy...

Persistent link: https://www.econbiz.de/10014873231

Region of origin as choice factor: wine knowledge and wine tourism involvement influence

Famularo, Biagio; Bruwer, Johan; Li, Elton - In: International Journal of Wine Business Research 22 (2010) 4, pp. 362-385

structured questionnaire was administered at a high‐end independent wine retail shop in Sydney, Australia using a convenience … consumers when purchasing wine. Originality/value – Wine marketing strategies in Australia are beginning to incorporate a …

Persistent link: https://www.econbiz.de/10014814135

Consumer culture brand positioning strategies: an experimental investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C. - In: Journal of Product & Brand Management 20 (2011) 1, pp. 48-57

Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. Design/methodology/approach – Using an experimental method in the...

Persistent link: https://www.econbiz.de/10014896204

Visually Representing Consumer Perceptions

Ghose, Sanjoy - In: European Journal of Marketing 28 (1994) 10, pp. 5-18

Perceptual maps and trees are widely used for business applications like advertising development, product design and product positioning. Maps and trees are however intrinsically different in terms of how well they can represent consumer perceptions of product‐market structure. Draws on recent...

Persistent link: https://www.econbiz.de/10014723103

Brand authentication: creating and maintaining brand auras

Alexander, Nicholas - In: European Journal of Marketing 43 (2009) 3/4, pp. 551-562

Purpose – This paper aims to consider the process of creating and maintaining brand auras through the assertion of authenticity and to address the gap in the literature. Design/methodology/approach – A case study research strategy was adopted. The organisational processes considered...

Persistent link: https://www.econbiz.de/10014722565

Brand Orientation – A Strategy for Survival

Urde, Mats - In: Journal of Consumer Marketing 11 (1994) 3, pp. 18-32

Brand orientation means that the formulation of company strategy is based on brands. By focussing the company …′s commitment and resources on building, developing and nurturing brands, a platform for a sustainable competitive strategy is … management capable of exploiting the potential of brands may obtain long term competitive advantages – a strategy for survival in …

Persistent link: https://www.econbiz.de/10014849106

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