Brands and Brand Equity
Brand Extension and Order of EntryJan 1, 1991 Mary Sullivan, 1991, 91-105
Explores the success of market-entry decisions with new brands and with brand extensions by analyzing 96 brands in 11 categories.
Determining Inter-Brand Substitutability Through Survey Measurement of Consumer Preference StructuresJan 1, 1991 Randolph E. Bucklin and V. Srinivasan, 1991, 91-102
This paper develops Professional Structure Measurement (PSM), a survey-based approach to measuring cross-price elasticities and brand-switching matrices within a product class.
Consumer Evaluations of Brand ExtensionsJan 1, 1990 David A. Aaker and Kevin Lane Keller, 1990, 90-103
Offers useful insights into the reasons that some brand extensions fail and others succeed; describes two experiments and a conceptual framework of how consumers evaluate brand extensions.
Memory Factors in AdvertisingJan 1, 1989 Kevin Lane Keller, 1989, 89-101
Examines placement of advertising retrieval cues on packaging and at place of purchase to enhance brand evaluations.
The Effect of Price, Brand Name, and Store Name on Buyer’s Perceptions of Product Quality: An Integrative ReviewJan 1, 1989 Akshay Rao, University of Minnesota, 1989, 89-109
Integrates research on factors driving the price and perceived quality relationship; discusses whether methodological variables might explain differences across studies.
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