| 857822 |
Complexity, uniqueness, and similarity in between-bundle choice
Manoj K. Agarwal, Subimal Chatterjee
(pp. 358-376)
Keywords:
Brand management,
Decision making,
Market forces,
Marketing concepts,
Product costs,
Services
ArticleType: Research paper
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(161 KB)
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| 857823 |
Brand equity’s influence on responses to event sponsorships
Donald P. Roy, T. Bettina Cornwell
(pp. 377-393)
Keywords:
Brand equity,
Consumers,
Information science and documentation,
Marketing,
Sponsorship,
Sports
ArticleType: Research paper
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(125 KB)
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| 857824 |
Effect of perceived brand origin associations on consumer perceptions of quality
Mrugank V. Thakor, Anne M. Lavack
(pp. 394-407)
Keywords:
Brand identity,
Component manufacturing,
Consumer psychology,
Corporate ownership,
Country-of-origin,
Manufacturing industries
ArticleType: Conceptual Paper
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(177 KB)
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| 857825 |
Promotional evaluation and response among variety seeking segments
Minakshi Trivedi, Michael S. Morgan
(pp. 408-425)
Keywords:
Brand management,
Inertia,
Managers,
Pricing strategy,
Promotional methods
ArticleType: Research paper
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(287 KB)
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