Brands and Brand Equity
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.
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.
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