In this paper, we develop a structural model of household behavior in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: 1) price signals quality, 2) advertising frequency signals quality, 3) advertising content provides direct (but noisy) information about quality, a...

Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today’s consumers. The brand has recently been released in New Zealand. This research assesses the effectiveness of ZESPR...

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines ...

Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the fifteenth century. In the present study, both a cross-sectional and a time-series analysis are applied to 12 Spanish newspapers. Our findings ...

Social tagging is a new way to share and categorize online content that enables users to express their thoughts, perceptions, and feelings with respect to diverse concepts. In social tagging, content is connected through usergenerated keywords—“tags”—and is readily searchable through these tags. The rich associative information that social tagging provides marketers new opportunities to infer b...

background: intravenous catheterization is a routine technique in medical centers which can cause diverse problems such as thrombophlebitis. objective: this study aimed to resolve replacement scheduling and proper cannula diameter and position issues for intravenous catheters. methods: in this 2015 experimental cohort study, 232 hospitalized patients receiving medication intravenously were asse...

Purpose The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee equity (EBE) research yet to be linked employees’ activity. This paper aims take a methods-based approach better understand roles as influencers. As such, its objective is operationalize apply the three EBE dimensions – consistent behavior, e...

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands contribute to the equity of two or more brands. Brand equity, since inception, has been concerned with value a brand, how this is built measured, marketplace responds it. Based on previous work in respons...