It is common for brands to extend into additional product categories. The most successful extensions involve brands that are associated with benefits that are valued in the extension category. We propose that brand extension success also depends on the accessibility of these benefit associations and that accessibility, in turn, depends on the amount of interference by competing brand associatio...

With the sharp development of economy, sports consumption proportion in people’s daily life is getting bigger and bigger. However, China native sports products sales status is not going well. Presently, most of people will select international famous brands when consume, China native sports brands have been ignored. China sports brands products mainly follow international brands tides; therefor...

W marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms’ postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this potential. To achieve this aim we formulate a Bayesian dynamic linear model (DLM) of repeat purchase ...

BACKGROUND The relatively little resistance to quinine globally has led to an increase in its use in P. falciparum malaria especially in multi-drug resistant strains. OBJECTIVE To evaluate the physicochemical and equivalency of three brands of quinine sulphate tablets available in South Western region of Nigeria. METHODS The pharmaceutical and chemical equivalence of three brands of quinine...

This study explores the consumer behavior of university students in Delhi-NCR region toward purchasing luxury skin care products, focusing on impact vanity, brand equity, loyalty, awareness, and perceived quality their purchase intention. The rapid growth skincare market India, coupled with increased spending power influence younger generation, makes it vital to understand factors driving decis...

With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the manufacturer, as well as the moderating role of ...

OBJECTIVE Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. METHOD We licensed magazine advertising occurrence data from Ni...

INTRODUCTION E-cigarettes are largely unregulated and internet sales are substantial. This study examines how the online market for e-cigarettes has changed over time: in product design and in marketing messages appearing on websites. METHODS Comprehensive internet searches of English-language websites from May-August 2012 and December 2013-January 2014 identified brands, models, flavours, ni...