Brands and Brand Equity
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.
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.
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