This study investigated the hypothesis that the association between prospect status and exposure to print advertising decreases as advertisement size increases. Two definitions of prospect status were used. First, the distinction was made between users and non-users of the type of product which the advertised brand represents. Secondly, among users of the product type, recent users of the adver...

Proprietary brands are a major vehicle for producer profits: consumers have been shown willing to pay a considerable “brand premium” for a branded product over an otherwise identical unbranded product. Prior literature has implicitly assumed that only producers develop brands. In this paper, we report that user communities also can and do develop strong proprietary brands capable of commanding ...

The development of data mining has paved the way for studies that identify brand associations from user-generated content (UGC). However, number investigating destination with social media is limited. aim this study to explore UGC on Twitter and show how sentiment analysis methods can be applied destinations elicit associations. In study, 33,339 English-language tweets containing word #Istanbul...

This study aims to provide evidence for the meaning transfer model. In Turkey, five apparel retailer brands and celebrities are evaluated with brand personality credibility models, respectively via pick any scales. 305 respondents selected a convenience sampling approach attend study. order compare different types of entities (brands celebrities) nominal variables, OVERALS analysis is performed...

OBJECTIVE Among Australian smokers, to examine associations between cigarette brand switching, quitting activity and possible causal directions by lagging the relationships in different directions. METHODS Current smokers from nine waves (2002 to early 2012) of the ITC-4 Country Survey Australian dataset were surveyed. Measures were brand switching, both brand family and product type (roll-yo...

Based on a comprehensive word-color association lexicon, we present Lexichrome: a web-based application that offers its visitors an ability to browse a catalogue of visual relationships between words and colors. Additionally, the application seeks to allow literary scholars, brand managers, and writers to further examine a trend in the popular notion of word-color associations through user-prov...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...