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  • 1
    Electronic Resource
    Electronic Resource
    The Diffusion of an Innovation in Indonesia (1994)
    Bingley : Emerald
    The @journal of product & brand management 3 (1994), S. 19-26 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Traces the diffusion of palm oil by a joint venture company in Indonesiaduring the early 1980s. The diffusion framework provided by E.M. Rogersis examined in this context. The author relates his personalobservations over the course of two years and arrives at certainconclusions. In keeping with Rogers' framework, characteristics of theinnovation and change agent effort were critical in the diffusion.However, Rogers' two-step model of diffusion was not relevant in thiscase. A one-step model of diffusion is recommended for the marketing ofindustrial products where knowledge of the innovation is considered tobe proprietary information and is not spread through interpersonalnetworks.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610429410067405
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    Paper (German National Licenses)
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  • 2
    Electronic Resource
    Electronic Resource
    Brand equity or double jeopardy? (1995)
    Bingley : Emerald
    The @journal of product & brand management 4 (1995), S. 26-32 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Discusses and contrasts the theories of double jeopardy and brandequity. A model of attitudes, habit, brand loyalty and brand equityoutcomes is proposed in order to reconcile the two theories. Results ofa study designed to test the model are presented. Results indicatesupport for both theories of brand equity and double jeopardy since bothdirect and indirect relationships were found between attitudes/habit andbrand equity outcomes. The indirect relationships were mediated by theconcept of brand loyalty. Implications for managers are discussed.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610429510083730
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    Paper (German National Licenses)
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