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1

Choi, Ji-Hung, Taewan Kim, and Sang-Uk Jung. "Sustainable Decision Making for Store Brand Product." Sustainability 10, no. 11 (2018): 3944. http://dx.doi.org/10.3390/su10113944.

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We investigate a multi-brands sustainable channel coordination problem where a national brand manufacturer sells a product through two local retailers competing against their own store brand product, respectively. We shows how the retailers strategically optimize the price and quality of private brands given the customer tastes and the production costs of the store brands in order to make their store brands sustainable. We identify two underlying strategic forces; a competitive force, and a quality force. First, we find that retailers have an incentive to position their store brand far away fr
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Kim, Pielah, Hua Chang, Rajiv Vaidyanathan, and Leslie Stoel. "Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?" Journal of Product & Brand Management 27, no. 3 (2018): 308–19. http://dx.doi.org/10.1108/jpbm-02-2017-1412.

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Purpose Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand. Desi
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Kupfer, Ann-Kristin, Nora Pähler vor der Holte, Raoul V. Kübler, and Thorsten Hennig-Thurau. "The Role of the Partner Brand's Social Media Power in Brand Alliances." Journal of Marketing 82, no. 3 (2018): 25–44. http://dx.doi.org/10.1509/jm.15.0536.

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Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand's social media power potential (size and activity of the social media network), social media power exertion (different posting be
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Pourazad, Naser, Lara Stocchi, and Vipul Pare. "The power of brand passion in sports apparel brands." Journal of Product & Brand Management 29, no. 5 (2019): 547–68. http://dx.doi.org/10.1108/jpbm-12-2018-2164.

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Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using part
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Chang, Yu-Yin, and Heng-Chiang Huang. "Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach." Sustainability 13, no. 14 (2021): 7915. http://dx.doi.org/10.3390/su13147915.

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The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have competitive strengths, but what defines a successful global brand’s profile is underexplored in the extant literature. This study adopts a data-mining approach to analyze the time-series data collected from Interbrand’s Best Global Brands ranking lists. A total of 168 global brands from 19 countries across 24 industries between 2001 and 2017 were examined. Using the affinity propagation c
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Nguyen, Hang, and Kunter Gunasti. "Original brands in competition against high quality copycats." European Journal of Marketing 52, no. 7/8 (2018): 1574–97. http://dx.doi.org/10.1108/ejm-08-2017-0536.

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Purpose Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. Design/methodology/approach Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. Findings The results systematically show the power
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Kelly, Bridget, Becky Freeman, Lesley King, Kathy Chapman, Louise A. Baur, and Tim Gill. "The normative power of food promotions: Australian children’s attachments to unhealthy food brands." Public Health Nutrition 19, no. 16 (2016): 2940–48. http://dx.doi.org/10.1017/s1368980016001452.

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AbstractObjectiveThe formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children’s exposure to unhealthy food promotions can contribute to poor diets. The present study explored children’s brand associations and attachments for major food brands.Des
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Baskaran, Kamaladevi. "The Power of Private Label in Retail Market." International Journal of Business Administration and Management Research 4, no. 3 (2018): 6. http://dx.doi.org/10.24178/ijbamr.2018.4.3.06.

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Globally, own store brands or private labels are rapidly gaining share at the cost of manufacture brands. In India, where the share of organised retail is minuscule, manufacture brands still dominate. With the retail sector poised for growth, national brand manufacturers will have to contend with competition within distribution channel, which calls for revised marketing strategy locally, to thwart the threat of the private label in a store. The phenomenon also offers national brand manufacturers the opportunity to service the production needs of the private labels efficiently. The problem is I
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Gong, Xuan, Yunchan Zhu, Rizwan Ali, and Ruijin Guo. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags." Sustainability 11, no. 6 (2019): 1529. http://dx.doi.org/10.3390/su11061529.

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With the explosion of social media, consumers’ minds have become important assets in brand competitions. Determining a brand’s competitive structure based on consumers’ desires is particularly important to effectively establish a brand and maintain sustainable competitiveness. The traditional methods of determining brand competitiveness are costly and time-consuming. In this study, we propose an efficient, systematical, highly automated, and real-time method to determine brand competitiveness based on consumers’ brand associations with the brand’s social tags. Using a set of 45 brands in the a
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Batra, Rajeev, Y. Charles Zhang, Nilüfer Z. Aydinoğlu, and Fred M. Feinberg. "Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set." Journal of Marketing Research 54, no. 6 (2017): 914–31. http://dx.doi.org/10.1509/jmr.13.0058.

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Building on cultural values research, the authors identify specific image attributes on which multicountry brands should position themselves consistently across markets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions a
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Griffiths, Andrew. "Brands and corporate power." Journal of Corporate Law Studies 18, no. 1 (2017): 75–112. http://dx.doi.org/10.1080/14735970.2017.1317131.

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Dimitrieska, Savica, Ljiljana Koneska, Kostadinka Gavazova Kozareva, and Jasna Teofilovska. "THE POWER OF PRIVATE BRANDS." CBU International Conference Proceedings 5 (September 22, 2017): 114–19. http://dx.doi.org/10.12955/cbup.v5.911.

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National brands are well-known and popular brands of manufacturers, such as Coca Cola, McDonald's, Milka, Maggi, Colgate, Toblerone, Evian, Knorr, etc. These brands usually are well accepted and favorites of consumers. They associate with high quality, availability, feelings, experiences, promotions, and events. However, their popularity is increasingly threatened by private brands. Private brands are brands of retailers and distributors, that starting from the 14th century, and especially today, have conquered lots of consumers. Initially, private brands appeared among consumer goods (food pr
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Panda, Rajshree, and Deepa Kapoor. "Managing loyalty through brand image, judgement and feelings for leveraging power brands." Management & Marketing 11, no. 4 (2016): 624–37. http://dx.doi.org/10.1515/mmcks-2016-0020.

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AbstractRecent developments in the marketing literature highlight the significance of consumer loyalty in driving global brands. In order to provide a clear understanding of the impact of consumer loyalty on power brands, the study explores an integrated framework for managing consumer loyalty attributes: image, judgement and feelings for leveraging power brands. The article utilizes a survey-based empirical study of 600 consumers from FMCG sector. Subsequently, factor analysis has been used to test a series of hypotheses concerning the direct effect of consumer loyalty attributes on power bra
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Teich, Ira. "The Power of Retailer Brands." Design Management Journal (Former Series) 10, no. 1 (2010): 35–40. http://dx.doi.org/10.1111/j.1948-7169.1999.tb00238.x.

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Scriven, John. "The power of industrial brands." Long Range Planning 28, no. 6 (1995): 111–12. http://dx.doi.org/10.1016/0024-6301(95)91121-9.

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Konak, Fatih, and Yasemin Demir. "Effect of Brand Value on Firm Performance." International Journal of Finance & Banking Studies (2147-4486) 7, no. 2 (2018): 40–48. http://dx.doi.org/10.20525/ijfbs.v7i2.904.

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The Efficient Market Hypothesis, developed by Fama, is a market in which prices reflect the current information and where abnormal returns are not possible. In case the securities value reflects the information fully, the existence of the efficient market is mentioned. Within the framework of market mechanism, if these concepts are not sufficient, behavioral finance has emerged focusing on the effect on stock prices. A brand is a symbol, a name or a combination of a merchandise for distinguishing it from the like.Owning a brand is more than a logo or symbol.The brand covers the entire business
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.

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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the per
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Rizkallah, Elias G., and Heather Miller. "National Versus Private-Label Brands: Dynamics, Conceptual Framework, And Empirical Perspective." Journal of Business & Economics Research (JBER) 13, no. 2 (2015): 123. http://dx.doi.org/10.19030/jber.v13i2.9181.

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Motivated by profits and their growing power in the marketplace, retailers have been expanding their private-label brands to include more categories of consumer products and differentiation on quality to reach different consumer segments. This global phenomenon is adversely impacting the performance of national brands, thus creating a conflict between two powerful parties manufacturers of national brands and their large retailers who are supposed to be their helping hands in the marketplace. In this paper, the authors develop a conceptual framework, which captures the complexity and multidimen
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Davis, Scott. "Brand Asset Management2: how businesses can profit from the power of brand." Journal of Consumer Marketing 19, no. 4 (2002): 351–58. http://dx.doi.org/10.1108/07363760210433654.

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What do the most powerful corporations in the world – Sony, Disney, Coca‐Cola, for example – have in common? Their success has been driven largely by the strength of their brands. As such, these and other successful organizations tend to manage their brands as key business assets that are a crucial underpinning to the overall corporate strategy. Scott Davis explains the rationale behind Brand Asset Management2 and explains how forward‐thinking businesses that expect to dominate their markets can put this approach to use in their own organizations.
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Dinnie, Keith. "Contingent self-definition and amorphous regions." Marketing Theory 18, no. 1 (2017): 31–53. http://dx.doi.org/10.1177/1470593117708467.

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This article explores the concept of contingent self-definition, whereby place brands employ flexible self-definitional approaches in constructing their place brand architecture. Adopting a view of regions as social constructs, the article builds on and extends previous work on place brand architecture by identifying the underlying factors that drive contingent self-definition decisions. Based on an empirical study of professionals tasked with managing region brands in the Netherlands, 11 factors are identified as drivers of contingent self-definition by place brands. These factors are grouped
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Mack, Simone. "Hajo Riesenbeck, Jesko Perrey Power Brands." Controlling & Management 54, no. 4 (2010): 281–82. http://dx.doi.org/10.1007/s12176-010-0085-0.

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Panda, Rajshree, and Deepa Kapoor. "A Study on Customer Loyalty as a Determinant for Harnessing Power Brands." International Journal of Customer Relationship Marketing and Management 7, no. 3 (2016): 34–49. http://dx.doi.org/10.4018/ijcrmm.2016070103.

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Power brand is a new topic in the field of branding that has started to attract researcher's attentions yet; it is still mostly discussed in the non-academic field. Consumer loyalty has always been the central topic in marketing. These two concepts are the focuses of this research. The main subject of this research is to explore the drivers of power brand its effect and influence on customer loyalty. Even though there are few articles related to power brand, so far no quantitative research has been conducted. This study aims at identifying the factors which contribute strong brand positioning
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Dzyabura, Daria, and Renana Peres. "Visual Elicitation of Brand Perception." Journal of Marketing 85, no. 4 (2021): 44–66. http://dx.doi.org/10.1177/0022242921996661.

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Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows fir
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Kivinen, Nina H., and Carolyn Hunter. "‘Brand work’: Constructing assemblages in gendered creative labour." Human Relations 72, no. 5 (2018): 910–31. http://dx.doi.org/10.1177/0018726718783826.

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Recent work has highlighted how brands play an important role within organizational practice. To extend this discussion, we ask: how do gendered media brands come into being in an organization by connecting ideas, objects and people? This article challenges the assumption that brands simply reflect management norms by positioning the brand as an ‘assemblage’ of multiple connections and linkages, simultaneously shaping and being shaped by those that partake in its production. Employees engage in ‘brand work’; that is, the negotiation of the assemblages of the brand in situated and gendered prac
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Wang, Yanwen, Michael Lewis, and Vishal Singh. "Investigating the Effects of Excise Taxes, Public Usage Restrictions, and Antismoking Ads Across Cigarette Brands." Journal of Marketing 85, no. 3 (2021): 150–67. http://dx.doi.org/10.1177/0022242921994566.

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The prevalence of strong brands such as Coca-Cola, McDonald’s, Budweiser, and Marlboro in “vice” categories has important implications for regulators and consumers. While researchers in multiple disciplines have studied the effectiveness of antitobacco countermarketing strategies, little attention has been given to how brand strength may moderate the efficacy of tactics such as excise taxes, usage restrictions, and educational advertising campaigns. In this research, the authors use a multiple discrete-continuous model to study the impact of antismoking techniques on smokers’ choices of brands
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RAO, K. RAMA MOHANA, and EDUKONDALA RAO JETTI. "Scent Marketing – Harnessing the Power of Scents in stimulating senses of Organized Retail Consumers and Employees." Volume 5 - 2020, Issue 9 - September 5, no. 9 (2020): 575–84. http://dx.doi.org/10.38124/ijisrt20sep134.

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‘Scent’ has a tremendous influence on the way people shop and relate to brands. Branding has always been about establishing emotional ties between the brand and the customer. By influencing the senses, brands can establish a stronger and longer lasting emotional connection with the customer and finally be memorable. While research doesn't clearly point to pleasant smells boosting sales, stores are embracing scent marketing as a way to create exciting store ambience. The present study is an attempt to examine the impact of ambient Scent on the customers’ and employees’ of organized retail store
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Pir, Esra, and Evrim Derinözlü. "The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference." Upravlenets 11, no. 6 (2021): 70–84. http://dx.doi.org/10.29141/2218-5003-2020-11-6-6.

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In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on b
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North, E. J., T. Kotzé, O. Stark, and R. De Vos. "The power of branding: Revisiting an “old friend”." South African Journal of Economic and Management Sciences 6, no. 1 (2003): 159–77. http://dx.doi.org/10.4102/sajems.v6i1.3332.

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Branding is a key strategic tool used to create awareness, reputation and build the organisation’s image. Marketers consider brands as carriers of values, and the development and implementation of branding strategies and programmes have lately expanded to include more than the traditional corporate, product and service domains of branding. In this article we set out to define and briefly discuss the nature of branding and indicate how brands are used to define the product to the customer. One of the major challenges facing South African business and marketing executives in the new millennium i
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Davari, Arezoo, Pramod Iyer, and Francisco Guzmán. "Determinants of brand resurrection movements." European Journal of Marketing 51, no. 11/12 (2017): 1896–917. http://dx.doi.org/10.1108/ejm-02-2016-0096.

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Purpose There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand resurrection movements – an outcome of brand cocreation. Design/methodology/approach Data were collected using self-administered survey. This study uses the partial least squares-structural equation modeling to empirically examine the factors that motivate consumers to participate in brand resurrection movements.
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Sudirman, Indrianty. "The Power of Social Media in Influencing Customer Decision." Hasanuddin Journal of Business Strategy 2, no. 3 (2020): 1–9. http://dx.doi.org/10.26487/hjbs.v2i3.351.

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Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Co
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Zhao, Taiyang, Xiaotong Jin, Wei Xu, Xiaomeng Zuo, and Hongjing Cui. "Mating Goals Moderate Power’s Effect on Conspicuous Consumption Among Women." Evolutionary Psychology 15, no. 3 (2017): 147470491772391. http://dx.doi.org/10.1177/1474704917723912.

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This study aimed to use evolutionary psychology to explain conspicuous consumption’s relationship with mating goals among women. We used experiments to show that power moderates conspicuous consumption’s relationship with mating goals among women through an underlying relationship with women’s social comparison tendencies. In Study 1, the participants read a passage describing a young woman wearing a coat made by a conspicuous brand (vs. an ordinary brand) who aimed to attract a desired man (vs. aiming to guard against potential competitors’ attempts to disrupt her established intimate relatio
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Xie, Zhipeng, Jing Zhao, and Tao Wang. "Attract customers with a cold look: when do we prefer cold representative." Asia Pacific Journal of Marketing and Logistics 31, no. 2 (2019): 344–58. http://dx.doi.org/10.1108/apjml-03-2018-0125.

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Purpose The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design. Design/methodology/approach The authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar effect of cold/warm brand logo designs.
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Eyada, Bassant. "Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising." International Journal of Marketing Studies 12, no. 4 (2020): 30. http://dx.doi.org/10.5539/ijms.v12n4p30.

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Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands' power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber. 
 
 This paper follows the quali
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Bianchi, Constanza, and Lynda Andrews. "Consumer engagement with retail firms through social media: an empirical study in Chile." International Journal of Retail & Distribution Management 46, no. 4 (2018): 364–85. http://dx.doi.org/10.1108/ijrdm-02-2017-0035.

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Purpose Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known about how consumers engage with retail brands through social media. The purpose of this paper is to address this gap and extend previous research by examining factors that influence consumers’ attitudes and intentions to engage with retail brands through Facebook, and ultimately purchase products and services. Design/methodology/approach This study draws on the theory of reason
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Gale, Bradley T. "Quality comes first when hatching power brands." Planning Review 20, no. 4 (1992): 4–48. http://dx.doi.org/10.1108/eb054361.

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Pizzi, Gabriele, and Daniele Scarpi. "The year of establishment effect on brand heritage and attitudes." Journal of Consumer Marketing 36, no. 6 (2019): 827–34. http://dx.doi.org/10.1108/jcm-05-2018-2665.

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Purpose This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and attitudes toward the brand. Design/methodology/approach Two studies are conducted, one on 12 service brands (universities) and the other on 12 product brands (beers), with 250 and 200 respondents, respectively, testing a model of moderated mediation to estimate the effect of YOE on brand attitude through brand heritage as moderated by brand familiarity. Findings Reporting YOE on the brand logo invokes heritage that in
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Ma, Weimin, Rong Cheng, and Hua Ke. "Impacts of Power Structure on Supply Chain with a Store Brand." Asia-Pacific Journal of Operational Research 35, no. 04 (2018): 1850020. http://dx.doi.org/10.1142/s0217595918500203.

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In a framework where both power structure and consumer heterogeneity (brand loyalty and different willingness-to-pay for perceived quality) count, we study six noncooperative games (two Stackerberg and one Nash games with and without a store brand) between a national-brand manufacturer and a store-brand retailer. Our results contribute to the theoretical literature on store brand in four aspects: (a) revealing that the mechanism whereby store brands alleviate double-marginalization problem varies with supply-chain power structures; (b) finding that it is the power manufacturer with a low-loyal
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Carah, Nicholas, and Daniel Angus. "Algorithmic brand culture: participatory labour, machine learning and branding on social media." Media, Culture & Society 40, no. 2 (2018): 178–94. http://dx.doi.org/10.1177/0163443718754648.

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Social media platforms like Facebook and Instagram have transformed how brands operate as cultural processes. Over the past decade, these platforms have engineered an algorithmic brand culture that combines the participatory affordances and data-processing power of digital media. In the brand culture of social media, the creative narration of cultural experience doubles as data that trains platform algorithms. We develop an account of the algorithmic brand culture of social media via a case study of the Splendour in the Grass music festival, the activations sponsoring brands build at the festi
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Karki, Sarita Khadka. "Branding - Power to Change Business Modality." NCC Journal 3, no. 1 (2018): 176–80. http://dx.doi.org/10.3126/nccj.v3i1.20260.

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Branding refors to the strategic decisions and actions intended to create and maintain the firm's product or service concept in customer's mind. The form selects some of the key differentiation factors on which it has competitive advantage and establishes the image so that customers view the product or service as different. The projected image is crucial and what the firm does to the mind of customer's more important than what the firm does to the products. Nepal is ideally referred to as small market in terms of business generation, however more today Nepali market is flooded with internation
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Bozman, Carl S., Matthew Q. McPherson, Daniel Friesner, and Ching-I. Teng. "Brand Equity Effects on Bidding Strategies in an Online Environment." International Journal of E-Business Research 10, no. 2 (2014): 1–22. http://dx.doi.org/10.4018/ijebr.2014040101.

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Internet auction bidders seldom have all the information resources upon which they have learned to comfortably rely. This raises the possibility that internet auction participants depend more on brand related knowledge and employ bidding strategies consistent with heightened valuations of brand related information. This study empirically examines how differences in brand equity affect consumer online auction behavior on eBay. Branded products with objective values (certified coins) are examined for differences in bidding behavior across auctions. The results indicate auction participants emplo
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Meixner, Oliver, and Viktoria Knoll. "Integrating price promotions into the switch of brands model for approximating variety-seeking behaviour." British Food Journal 117, no. 2 (2015): 588–603. http://dx.doi.org/10.1108/bfj-12-2013-0348.

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Purpose – The purpose of this paper is to describe the further development of the previously introduced switch of brand (SB) model (presented in 2012) which helps to approximate variety-seeking behaviour (VSB) out of household panel data. Design/methodology/approach – Based on existing theoretical variety-seeking models analysing household panel data, the further expansion of the variety-seeking model “Switch of Brands” (SB) is presented. In the last contribution in the British Food Journal the authors presented this simple but powerful tool to approximate VSB. The further developed model “Swi
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Khoury, Amir H. "BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC RELATIONSHIP." Journal of Law and Commerce 32, no. 2 (2014): 173–206. http://dx.doi.org/10.5195/jlc.2014.65.

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Brand loyalty has become a truism in trademark discourse. Consumers tend to formulate their purchasing decisions by the power of consumption-momentum. That is to say they buy what they have already bought in the past and opt for the brands that they have already had a positive experience with. Experienced consumers manifest devotion to their preferred brands. This is the essence of Brand Loyalty. But should this Brand Loyalty be reciprocated by the brand owner? Is there such loyalty by the brand towards the consumer? Should the brand owner sustain the quality of products covered by his brand?
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Billard, Thomas J., and Rachel E. Moran. "Networked political brands: consumption, community and political expression in contemporary brand culture." Media, Culture & Society 42, no. 4 (2019): 588–604. http://dx.doi.org/10.1177/0163443719867301.

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This article synthesises theory from the fields of marketing and communication to understand how the practices and outcomes of branding have evolved into systems of symbolic expression and community building. Through an exploration of parallel theoretical models of branding and mass communication, we posit a new theory of ‘networked branding’ that better takes into account how communicative power is distributed within a brand culture that is heavily mediated by networked communication technologies. Applying this theory of networked branding to the realm of politics we explore the ambivalent ou
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Calvert, Gemma, Eamon Fulcher, Geraldine Fulcher, Pauline Foster, and Helen Rose. "Using implicit methods to develop an objective measure of media brand engagement." International Journal of Market Research 56, no. 1 (2014): 15–32. http://dx.doi.org/10.2501/ijmr-2014-004.

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Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that reside in consumers’ minds. Recently, there has been considerable interest in the ability of well-established psychological tests that capture people's implicit responses using speeded reaction time paradigms to tap in to these subconscious associations. In this paper, we describe the use of an adapted semantic priming paradigm to measure the strength of implicit consumer associations between a ran
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Dauvergne, Peter. "Is the Power of Brand-Focused Activism Rising? The Case of Tropical Deforestation." Journal of Environment & Development 26, no. 2 (2017): 135–55. http://dx.doi.org/10.1177/1070496517701249.

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Four trends would seem to be empowering environmentalists who target corporations with global brands: the increasing reach of social media, growing numbers of campaigns, the corporate turn toward “sustainability” to create brand value and manage supply chains, and the spread of eco-consumerism. Campaigns since 2007 to demand that brands stop buying palm oil linked to tropical deforestation confirm the rising influence over corporate policies and market demand. Many activists are portraying the outcomes as “victories” toward saving rainforests. Yet, three factors are limiting the value for impr
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Riley, Debra, Nathalie Charlton, and Hillary Wason. "The impact of brand image fit on attitude towards a brand alliance." Management & Marketing 10, no. 4 (2015): 270–83. http://dx.doi.org/10.1515/mmcks-2015-0018.

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AbstractCo-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be consi
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Dussart, Christian. "Transformative Power of e-Business Over Consumer Brands." European Management Journal 19, no. 6 (2001): 629–37. http://dx.doi.org/10.1016/s0263-2373(01)00088-3.

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Barnham, Chris. "Essence: The Structure and Dynamics of the Brand." International Journal of Market Research 51, no. 5 (2009): 1–14. http://dx.doi.org/10.1177/147078530905100506.

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The concept of ‘brand essence’ is relatively well established in marketing circles. It has come to the fore as a way for marketers to better understand their brands and also as a benchmark to evaluate brand activities. In some quarters, however, the concept has encountered more resistance. It is seen by many in the creative community as something that oversimplifies the marketing process and limits the power of the brand. The main argument of this paper is that brand essence has been fundamentally misunderstood. This has resulted in a number of negative consequences for the branding process. H
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Csizmadia, Miklos, and Miklos Kuczmann. "Power Semiconductor Trends in Electric Drive Systems." Acta Technica Jaurinensis 12, no. 1 (2019): 13–25. http://dx.doi.org/10.14513/actatechjaur.v12.n1.488.

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Nowadays lots of big brands (like Tesla, Nissan, Audi etc.) deal with electric cars and electric drive systems. The first brand deals with only electric drive systems and everyone know this name. These cars are more environmentally friendly, because those operate only with electric energy (this article does not deal with the source of electric energy). The design of electric drive systems is very difficult and complicated task: the electric, thermal and mechanical parameters are very important during the design process. The task is given: it must be designed to reach the most efficient drive s
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Van der Maelen, Sara, Els Breugelmans, and Kathleen Cleeren. "The Clash of the Titans: On Retailer and Manufacturer Vulnerability in Conflict Delistings." Journal of Marketing 81, no. 1 (2017): 118–35. http://dx.doi.org/10.1509/jm.15.0282.

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The days of dominant manufacturers dictating the game to obedient retailers are long gone. When parties believe they have equal bargaining power, negotiations end in deadlock more frequently and result in conflict delistings wherein the manufacturers’ brands get removed from the retailers’ assortments. This might cause major sales losses as consumers are forced to change stores or brands. The authors study both parties’ vulnerabilities by investigating their market share shifts during a highly publicized real-life conflict delisting executed by a major retailer against a major manufacturer, in
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