We explore the effects of television advertising in the setting of the NFL’s Super Bowl telecast. The Super Bowl is the largest advertising event of the year and is well suited for measurement. The event has the potential to create significant increases in “brand capital” because ratings average over 40 percent of households and ads are a focal point of the broadcast. Furthermore, variation in ...

the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test researc...

Copyright 2012 Northeastern Agricultural and Resource Economics Association Branding of beef retail products has gained momentum in recent years. In 2004, 42 percent of beef retail products were branded, a fi gure that grew to 63 percent in 2010 according to the 2010 National Meat Case Study conducted jointly by The Beef Check-off, the National Pork Board, and Cryovac® (National Cattlemen’s Bee...

Abstract Autonomous cars are considered to be the next disruptive innovation that will affect consumers. It can expected not only traditional automakers enter this market (e.g., Ford) but also technology companies Google) and newer dedicated self-driving Tesla). We take a brand extension perspective analyze what extent consumers prefer autonomous from these categories. Our empirical study is ba...

nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets...

This work incorporates Selectional Preferences (SP) into a Semantic Role (SR) Classification system. We learn separate selectional preferences for noun phrases and prepositional phrases and we integrate them in a state-of-the-art SR classification system both in the form of features and individual class predictors. We show that the inclusion of the refined SPs yields statistically significant i...

Each month many women experience an ovulatory cycle that regulates fertility. Whereas research finds that this cycle influences women’s mating preferences, we propose that it might also change women’s political and religious views. Building on theory suggesting that political and religious orientation are linked to reproductive goals, we tested how fertility influenced women’s politics, religio...