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  • 1
    Electronic Resource
    Electronic Resource
    Toward effective use of cause-related marketing alliances (2000)
    Bingley : Emerald
    The @journal of product & brand management 9 (2000), S. 472-484 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important strategic component of the brand's marketing mix, managers seek direction as to how to generate the most impact with these tie-ins. This article uses associative learning principles as a framework for understanding how to facilitate building connections between brands and causes so as to increase the value of this highly visible marketing activity. Specific associative learning principles are detailed and applied, improving the use of cause-related marketing alliances.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420010351394
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    Paper (German National Licenses)
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  • 2
    Electronic Resource
    Electronic Resource
    Using celebrity endorsers effectively: lessons from associative learning (1998)
    Bingley : Emerald
    The @journal of product & brand management 7 (1998), S. 400-409 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The use of celebrity endorsers in advertising is wide-spread - as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well-known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre-exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610429810237718
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    Paper (German National Licenses)
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  • 3
    Electronic Resource
    Electronic Resource
    Co-branding: brand equity and trial effects (2000)
    Bradford : Emerald
    Journal of consumer marketing 17 (2000), S. 591-604 
    Details
    ISSN: 0736-3761
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers' evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/07363760010357796
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    Paper (German National Licenses)
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  • 4
    Electronic Resource
    Electronic Resource
    Matching products with endorsers: attractiveness versus expertise (1998)
    Bradford : Emerald
    Journal of consumer marketing 15 (1998), S. 576-586 
    Details
    ISSN: 0736-3761
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The importance of fit between the endorser and the endorsed product has been described as the "match-up hypothesis". Much "match-up hypothesis" research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the fit between an endorser and a brand. Study One examines physical attractiveness as a match-up factor. Results indicate a general "attractiveness effect", but not a match-up effect based on attractiveness. Study Two considers expertise as the match-up dimension. A match-up effect was found based on expertise.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/07363769810241445
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  • 5
    Electronic Resource
    Electronic Resource
    Evaluation of search, experience and credence attributes: role of brand name and product trial (2002)
    Bingley : Emerald
    The @journal of product & brand management 11 (2002), S. 417-431 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers' evaluation of search, experience, and credence attributes. The findings confirm that, prior to trial, brand name increases consumers' perception of experience and credence attribute performance evaluations. However, prior to trial, brand name is found not to affect consumers' perception of search attributes. Trial of the brand is found to reduce (and not eliminate) the advantage branded products have in enhancing consumers' perception of experience and credence attributes.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420210451616
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  • 6
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    The Role of Contingency Awareness, Involvement and Need for Cognition in Attitude Formation (2004)
    Springer
    Details
    Publication Date: 2004-07-01
    Print ISSN: 0092-0703
    Electronic ISSN: 1552-7824
    Topics: Economics
    Published by Springer
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