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  • Articles  (26,024)
  • Emerald  (26,024)
  • Economics  (26,024)
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  • 1
    Electronic Resource
    Electronic Resource
    Effect of perceived brand origin associations on consumer perceptions of quality (2003)
    Bingley : Emerald
    The @journal of product & brand management 12 (2003), S. 394-407 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Reviews recent work in the country of origin and brand name literatures regarding the formation of perceptions regarding perceived brand origin. Based on this review, presents six hypotheses concerning such perceptions, including their effect on consumers' ratings of quality. Using real brands in two experiments, finds support for several of our hypotheses relating to the effects of country of component source, country of manufacture, and country of corporate ownership. In particular, finds that country of manufacture had no effect on product quality evaluations when country of corporate ownership was also present.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420310498821
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  • 2
    Electronic Resource
    Electronic Resource
    Let's be strange: brand familiarity and ad-brand incongruency (2003)
    Bingley : Emerald
    The @journal of product & brand management 12 (2003), S. 449-461 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420310506010
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  • 3
    Electronic Resource
    Electronic Resource
    Communication message strategies for brand extensions (2003)
    Bingley : Emerald
    The @journal of product & brand management 12 (2003), S. 462-476 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This study searches for the communication message strategies for two distinct brand extension types: close and remote brand extensions. An experiment is conducted with four cells which were exposed to different communication strategies for five extension types. Communication strategies used were brand essence cue, extension attribute cue, extension dissonance reducer cue, and some combinations of the named cues. Results show that different communication strategies are necessary for extension situations that differ in distance from parent brand territories.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420310506029
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  • 4
    Electronic Resource
    Electronic Resource
    Lessons from Accenture's 3Rs: rebranding, restructuring and repositioning (2003)
    Bingley : Emerald
    The @journal of product & brand management 12 (2003), S. 477-490 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This article analyzes Accenture's reincarnation by pinpointing the main lessons that might be emulated by other companies contemplating going down the three-pronged road to rebranding, restructuring and repositioning. Its objectives are three-fold. First, it traces the company's heritage and highlights that it pioneered the splitting of consulting from accounting activities. Second, it discusses the three pillars of Accenture's transformation involving rebranding, restructuring and repositioning campaigns. Finally, it recognizes Accenture's two leaders who transformed this company from merely good to truly great in a relatively short time.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420310506038
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  • 5
    Electronic Resource
    Electronic Resource
    The brand images of tourism destinations: a study of the saliency of organic images (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 6-14 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Assesses the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of places as tourism destinations. Such images tend to have been formed over a long period of time and result from exposure to communication processes largely outside marketing's core sphere of influence such as education, literature and the arts. Images formed in this way are referred to in this paper as organic images. The research used the repertory grid technique developed by George A. Kelly in the context of Personal Construct Theory combined with depth interviews to elicit the attributes associated with the images of 25 destinations in the UK. The study identified 11 categories of image attribute. Those associated with a destination's history, heritage and culture were found to be the second most salient category. The implications of these findings are discussed.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523803
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  • 6
    Electronic Resource
    Electronic Resource
    Using focus group data to set new product prices (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 15-24 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Describes a method for setting new product prices at time of launch using data from focus groups and illustrates its application to recommending the price of toothpaste gum for product launch. The proposed method is based on optimization of the expected utility estimated from participant responses to four simple questions. The method is designed to address uncertainties from sampling error and consumer overconfidence. In addition to the formal optimization-based procedure, introduces plotting techniques to facilitate subjective decision making. Also, compares the proposed approach with the popular "Van Westendorp method" and demonstrates plausible conditions under which the Van Westendorp recommendations would result in prices below those that maximize expected profit.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523812
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  • 7
    Electronic Resource
    Electronic Resource
    Positive brand extension trial and choice of parent brand (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 25-36 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non-loyal users and non-users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523821
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  • 8
    Electronic Resource
    Electronic Resource
    The reciprocal effects of extension quality and fit on parent brand attitude (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 37-46 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The evidence for the reciprocal effects of a brand extension on its parent brand is unclear. An experiment was conducted to investigate the impact of an extension's quality, its fit with the parent brand, and parent brand dominance, on parent brand evaluation. The paper finds that extension quality and fit did not dilute parent brand attitude; in other words, an extension either left parent brand attitude unchanged or enhanced it moderately. The only effect of brand dominance was that it enhanced parent brand attitude when the extension was a good fit. Further, the introduction of an extension, regardless of its fit or quality, enhanced parent brand attitude for a durable product relative to a control group. It seems that parent brand attitudes are held strongly enough to resist the new information that is associated with a newly introduced brand extension.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523830
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  • 9
    Electronic Resource
    Electronic Resource
    Pricing and pirate product market formation (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 56-63 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Explores the relationship between legitimate product pricing, copyright law enforcement and the formation of black markets for pirate products. The analytical framework is illustrated using the market for sound recordings as a case study. Investigates copyright owner strategies to combat piracy, including price discounting to establish a legitimate market and lobbying for increased enforcement and infringement penalties. An elementary regression model is employed to examine the empirical relationship between legitimate sound recording price, black market distribution channels and piracy. The empirical model supports the hypotheses that piracy is directly related to legitimate price and the size of black markets.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523858
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  • 10
    Electronic Resource
    Electronic Resource
    Consumer price perceptions after translation to Euro currency (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 47-55 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The membership in the European Union (EU) affected price perceptions of citizens in many European countries at the beginning of 2002. How did the transition from the national currency to the Euro, the new single currency of EU, actually take place? Examines the confusion among Finnish consumers concerning internal reference prices in different product and service categories immediately after the transition to the Euro. Proposes tentatively and empirically tests a framework model. Provides the relationships between the paper's key constructs of consumer price perception and some attitudinal and behavioral variables shortly after transition to Euro currency. Basically price perception took place in similar way, when Markka and Euro scales were utilized. This result was shown, first, by analyzing price perception strategies of consumers, and, second, by showing with correlation analysis that as internal reference price increases, the width of price latitude increases, and, third, by modelling reference price perception on the basis of Volkmann's range theory. Money illusion effect was found to exist to some extent.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410523849
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