How do marketing investments (such as price promotions, new product introductions and advertising) contribute to a brand’s revenue premium? Moreover, how do brand and category characteristics moderate the impact of the marketing investments on brand revenue premiums? In this paper, I address these questions with a large-scale econometric analysis of marketing investments and associated brand re...

In order to remain distinct and to build up strong business relationships in an competitive environment, an increasing number of industrial marketers attempt to exploit the profiling potentials of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the paper introduces the concept of brand personality to industrial markets. Hereby it rep...

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...

Penciptaan Nilai perlu dilakukan oleh pemasar agar produknya memiliki karakteristik khusus yang dapat diidentifikasi konsumen. Salah satu cara untuk menanamkan nilai terhadap produk adalah dengan membuat brand. Selain menjadi media komunikasi dan penghantar pesan, brand mempengaruhi perkembangan ekonomi serta pembentukan sosial dianut masyarakat. Dalam budaya populer, digunakan memancing respon...

This article examines the development of Slovenian competitive identity over the past twenty years through marketing and political perspective. An inception and evolution of a destination brand is considered. The coincidence between the release of Slovenian new brand identities and decisive political steps Slovenia undertook between 1990 and 2007 is analysed in order to show a mutual interdepen...

In Brand Objects for Nominal Typing, we describe an implementation of a branding system for both runtime and static types. This artifact provides the extended form of Hopper, an interpreter for the Grace programming language, and extra modules which define both the dynamic objects and the modular static type checker. The extra modules extend the existing structural type checker in the provided ...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

Online branding has become a crucial part of companies’ activity since the mid-90s, when internet expansion began. As internet activity starts playing bigger and greater roles in sales and marketing communications, online branding becomes more important. However, the challenge for organisations today is to advance their online business activities. To address this challenge, organisations need t...

OBJECTIVE To examine the effects of cumulative, real-world marketing and brand exposures on young children by testing the influence of branding from a heavily marketed source on taste preferences. DESIGN Experimental study. Children tasted 5 pairs of identical foods and beverages in packaging from McDonald's and matched but unbranded packaging and were asked to indicate if they tasted the sam...

A sense of fierce, global competition over resources, students, and faculty is driving universities worldwide to launch strategic exercises and branding initiatives. Universities, like corporations, articulate their vision and mission statements for brand differentiation and marketing campaigns. One result is that, with the guidance of marketing and branding consultants, universities across the...