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  • Emerald  (17.283)
  • Copernicus
  • Institute of Electrical and Electronics Engineers (IEEE)
  • 2000-2004  (20.669)
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  • 1
    Digitale Medien
    Digitale Medien
    Brand alliance dependency and exclusivity: an empirical investigation (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 477-487 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: This paper examines the effects of resource dependency and contract exclusivity on the attitudes and intentions of consumers in brand alliances. Findings indicate that attitudes of the brands before the alliance (pre-attitudes) have a positive effect on the attitude toward the alliance, which has a positive effect on perceived quality of the alliance, willingness to pay a premium price and purchase intention. Further, attitudes toward the brands after the alliance (post-attitudes) reveal a positive spillover effect for both the host and ally brands. Interestingly, the moderating effects of dependency and exclusivity differ based on whether the brand serves as the host or the ally brand in the alliance. Analyses conducted after controlling for the effects of familiarity of the ally brands revealed consistent results.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420410568417
    Standort Signatur Erwartet Verfügbarkeit
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  • 2
    Digitale Medien
    Digitale Medien
    Building brand loyalty through individual stock ownership (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 488-497 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product - attracting individual investors in the brand's corporate parent. A survey of over 500 individual investors revealed that individual investors do tend to buy brands from companies in which they hold stock, and investors may buy stock in a company because they have experience with the brand. In contrast with brand loyalty, where consumers will not buy competitive offerings, individual investors indicated they would buy competitive offerings, suggesting that stock ownership is more likely to lead to repeat purchase behavior, but not brand loyalty.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420410568426
    Standort Signatur Erwartet Verfügbarkeit
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  • 3
    Digitale Medien
    Digitale Medien
    The impact of e-mail marketing on brand loyalty (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 498-505 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: 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 regular permission-based e-mail messages from the marketer. Results reveal that regular e-mail marketing has positive effects on brand loyalty. E-mail-activated consumers visited retail stores. Consumers exposed to e-mail marketing recommended the brand to their friends. Loyal customers appreciated regular communication and various other information content from the brand more than mere offers. These results encourage marketers to keep in frequent contact with customers via e-mail with the aim of enhancing brand loyalty.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420410568435
    Standort Signatur Erwartet Verfügbarkeit
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  • 4
    Digitale Medien
    Digitale Medien
    Evaluating potential brand associations through conjoint analysis and market simulation (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 506-513 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: A novel method for evaluating the benefits of a potential brand association is presented. The uniqueness of the method is considering brand association as just another product attribute, subject to the usual analysis used to determine the attributes desired by consumers in a new product. The method was illustrated using automobile tires as the product, and designation of the tire as the "Official" tire of NASCAR as the brand association. A set of tire profiles was created, describing hypothetical tires as combinations of levels of five attributes. Subjects ranked these profiles for preference, and this preference was decomposed through conjoint analysis to yield part-worths for each attribute level for each subject. Association with NASCAR had an average impact of 14.8 percent on consumer preference, comparable with that of speed rating (13.8 percent), and not much below that of brand (20.5 percent). Rudimentary market simulation suggested that associating the underdog tire brand with NASCAR would result in dramatically improved market share. Evaluating potential brand associations by their simulated effects on market share may be a useful managerial tool.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420410568444
    Standort Signatur Erwartet Verfügbarkeit
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  • 5
    Digitale Medien
    Digitale Medien
    Influence of price endings on price recall: a by-digit analysis (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 514-524 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: Although it has been proposed that recall processes play a role in the retail sales effects of 9-ending pricing, substantial effects of price endings on the level of recalled prices has not been demonstrated. With an improved testing procedure, it is found that the level of a set of prices with low ending digits (such as 1 or 2 in the dollars place) is more likely to be overestimated in recall than the level of equivalent sets of prices with high ending digits (such as 6, 7, or 9 in the dollars place). The results of the study support the role of left-to-right processing of price information and point out some consequences for retailers of the use of low numbers in price-ending digits.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420410568453
    Standort Signatur Erwartet Verfügbarkeit
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  • 6
    Digitale Medien
    Digitale Medien
    Price-tier competition: an integrative review (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 276-297 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: The nature of competition between different tiers (e.g. high-tier vs low-tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter-tier competition is growing at an increasing rate, there has not been a comprehensive attempt to summarize the research in this stream. The objective of this article is to synthesize the research on inter-tier competition, extract the key findings, discuss managerial implications, and offer future research directions.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420010347083
    Standort Signatur Erwartet Verfügbarkeit
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  • 7
    Digitale Medien
    Digitale Medien
    Using quantitative models for setting retail prices (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 304-320 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: Products that have a short selling season face high uncertainty in demand. Retailers who sell such products therefore find the task of pricing and inventory challenging. Many retailers consider making these decisions as an art form and do not use quantitative models that are developed by researchers. Describes how retailers typically make pricing and inventory decisions and also reviews quantitative models that have been developed by researchers to improve on one or more of these decisions. A classification of these models is developed and how they can assist the retailer is explained. A simple explanation of two mathematical tools, Bayesian updating of information and dynamic programming, which are commonly mentioned in the literature are also given.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420010347100
    Standort Signatur Erwartet Verfügbarkeit
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  • 8
    Digitale Medien
    Digitale Medien
    The measurement and dimensionality of brand associations (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 350-370 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand's familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420010356966
    Standort Signatur Erwartet Verfügbarkeit
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    Artikel (Nationallizenzen)
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  • 9
    Digitale Medien
    Digitale Medien
    Advertising vs sales promotion: a brand management perspective (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 389-414 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: Brand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media advertising. This study investigates the antecedents and outcomes of brand managers' advertising and sales promotion budget allocations by adopting a bounded rationality perspective. Based on survey data collected from 165 brand managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced brands in the early phases of the product life cycle; and more experienced brand managers who are subject to less retail influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable consumer attitudes, stronger brand equity, and higher market share increases and profits. Managerial implications and areas for future study are discussed.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420010356984
    Standort Signatur Erwartet Verfügbarkeit
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    Artikel (Nationallizenzen)
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  • 10
    Digitale Medien
    Digitale Medien
    Consumer perceptions of generic products: a Mexican study (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 446-456 
    Details
    ISSN: 1061-0421
    Quelle: Emerald Fulltext Archive Database 1994-2005
    Thema: Wirtschaftswissenschaften
    Notizen: Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers' interest in the relatively young Mexican market has increased. The purpose of this study is to determine Mexican consumers' overall perceptions of generic grocery products, to examine if there are any differences in perception across demographic groups and to determine if there are differences in the perception of generic products across product categories. Two variables were examined: risk perception of generic products and satisfaction with generic products.
    Materialart: Digitale Medien
    URL: http://dx.doi.org/10.1108/10610420010351385
    Standort Signatur Erwartet Verfügbarkeit
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