Can using a national brand ingredient benefit a private brand without hurting the national brand? An experiment showed that a private brand with a name brand ingredient was perceived more positively. However, the national brand was not diminished by the association with the private brand. Implications and future research directions are discussed.

BACKGROUND AND AIM There is little academic research on tobacco brand loyalty and switching, and even less in restrictive marketing environments such as Australia. This paper examines tobacco brand family loyalty, reasons for choice of brand and the relation between these and sociodemographic variables over a period of 10 years in Australia. METHODS Data from current Australian smokers from 9...

Vol. XLI (May 2004), 215–225 215 *Gerald J. Gorn is Professor of Marketing and Senior Wei-Lun Fellow (e-mail: [email protected]), and Jaideep Sengupta is Associate Professor of Marketing (e-mail: [email protected]), School of Business and Management, Hong Kong University of Science and Technology. Amitava Chattopadhyay is L’Oreal Chaired Professor of Marketing Innovation and Creativity, INSEAD (e-mai...

Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting " the theoretical separation of brand equity and brand value " framework originally proposed in the Journal of Brand Management by Raggio and Leone 1 , this conceptual article looks more closely at the brand value construct and the implications of the proposed theoretical separation. The...

current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. this applied research falls into the category of descriptive / survey ones. all golestan brand customers in shiraz city are considered as statistical population. among the population, using non-probability sampling method, 384 individuals selected. vali...

Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan [email protected] Qin Xian [email protected] Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as ...

The impact of a reform that increased consumer information on brand name and generic pharmaceutical prices is analyzed both theoretically and empirically. The theoretical results show that an increase in information likely reduces the price of brand name pharmaceuticals, while the results regarding generics are less clear. In the empirical part of the paper, the introduction of the substitution...

BACKGROUND: Prosmoking messages, delivered through marketing and the media, can reach very young children and influence attitudes and behaviors around smoking. This study examined the reach of tobacco marketing to 5 and 6 year olds in 6 lowand middle-income countries. METHODS: Researchers worked one-on-one with 5 and 6 year olds in Brazil, China, India, Nigeria, Pakistan, and Russia (N = 2423)....

The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, thi...