Brands and Brand Equity
Defining, Measuring, and Managing Brand EquityLance Leuthesser, 1988, 88-104
Summaries of eight presentations and four group discussions; includes research priorities.
A Brand-Switching Model With Implications for Marketing StrategiesJan 1, 1987 Richard Colombo and Donald G. Morrison, 1987, 87-110
Describes a two-class latent model for brand switching. The model is straightforward and relatively economical to estimate, relying on readily available data.
Does Country-of-Origin Matter? Some Findings from a Cross-Cultural Study of Consumer Views About Foreign ProductsJan 1, 1987 N. G. Papadopoulos, L. A. Heslop, F. Graby, and G. Avlonitis, 1987, 87-104
Explores key dimensions of the country-of-origin issue; relates the "made in" image of a product to the total image of that product at the instant a consumer makes a purchase decision.
The Impact of Price Promotions on a Brand’s Market Share, Sales Pattern, and ProfitabilityJan 1, 1986 Leigh McAlister, 1986, 86-110
Develops a model of market response to promotion by a mature brand; implements the model with scanner data for several product categories.
The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude FormationJan 1, 1984 C. Whan Park and S. Mark Young, 1984, 84-100
Reports results of an experiment exploring effects of subjects' type of involvement at time of exposure to a TV commercial, and the presence of music in the commercial, on brand attitude formation.
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