Brands and Brand Equity
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.
Promoting a Product Line: Managerial ImplicationsJan 1, 1989 Leigh McAlister and John S. Hulland, 1989, 89-106
Identifies and explains the implications of this model for brand management and establishes conditions under which a product line can be expected to be made more profitable through promotion.
Measuring the Effect of Retail Store Promotions on Brand and Store SubstitutionJan 1, 1989 V. Kumar and Robert Leone, 1989, 89-100
Attempts to determine whether retail store promotions can cause brand substitution or store substitution in a market.
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