نتایج جستجو برای: consumer brands

تعداد نتایج: 67902  

Journal: :Marketing Science 2014
Dominique M. Hanssens Koen H. Pauwels Shuba Srinivasan Marc Vanhuele Gokhan Yildirim

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

2011
Bart J. Bronnenberg Sanjay K. Dhar Jean-Pierre H. Dubé

We describe the industrial market structure of CPG categories. The analysis uses a unique database spanning 31 consumer package goods (CPG) categories, 39 months, and the 50 largest US metropolitan markets. We organize our description of market structure around the notion that firms can improve brand perceptions through advertising investments, as in Sutton’s endogenous sunk cost theory. The ri...

2009
C. Robert Clark Michaela Draganska

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment changes brand awareness...

2009
Stacey Baxter

While advertising to children has been examined extensively within marketing literature, less attention has been given to other means by which children can gain awareness of products and brands within the consumer environment. This research examines the impact of direct experience on children’s brand awareness. A two-study research design was undertaken whereby a total of 376 children aged betw...

Journal: :International journal for innovation education and research 2022

Food retailing industry has expanded commensurate to the growing requirements of a bulging world population. Initially, most retailers depended on external suppliers for their stock. The controlled branding and pricing elements. This since evolved with having exponentially grown, endowing them ability support own brands.In addition inherent additional capability, changing business dynamics have...

2001
Allan K.K. Chan

This paper reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of consumer product industry in China: brands of traditiona...

2012
RYAN RAHINEL JOSEPH P. REDDEN

People often consume multiple products at the same time (e.g., chips and salsa). Four studies demonstrate that people enjoy such joint consumption experiences more when the products are merely labeled with the same brand (vs. different brands). Process evidence shows that this brand matching effect arises because matching brand labels cue consumers’ belief that the two products were coordinated...

ژورنال: امداد و نجات 2019

INTRODUCTION: As social and environmental problems is rapidly increasing, social responsibility is increasingly being more important. Now, worldwide profit and nonprofit organizations such as Red Cross Society are paying more attention to differentiate or improve their brands as well as the level of participations by charity-marketing campaigns. This study aimed to explore comprehensive factors...

2006
Eric Goldman

A panoply of retailer practices, such as advertising loss leaders or marketing house brands, take advantage of third party trademarks to increase the retailer’s profit. In a sense, trademark owners create spillover benefits for these retailers (I call these benefits “brand spillovers”). This Article examines the phenomenon and legal treatment of brand spillovers. In general, retailers have not ...

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