Table of contents
Market and brand-oriented schools of positioning
Mats Urde, Christian Koch– The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning.
Emerging market consumers’ country of production image, trust and quality perceptions of global brands made-in China
Aybeniz Akdeniz Ar, Ali KaraThe purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in…
Brand extension evaluation: real world and virtual world
Jayasankar Ramanathan, Keyoor PuraniThe purpose of this paper is to help marketing scholars view virtual worlds as new product–markets and trigger serious investigations on consumer evaluation of brand extensions…
Modeling attitude constructs in movie product placements
Siva K. Balasubramanian, Hemant Patwardhan, Deepa Pillai, Kesha K. CokerThe purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising…
When a brand caught fire: the role of brand equity in product-harm crisis
Brianna Rea, Yong J. Wang, Jason StonerThe purpose of this study is to investigate differences in consumer reactions to high- versus low-equity brands in terms of consumer attitude toward the brand, involvement with…
The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes
Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman PullinsThis paper focuses on the role of personality congruence, between salespeople’s own personality and the personality of the brand they represent, in driving salesperson…
Uncovering generalized patterns of brand competition in China
Margaret Faulkner, Oanh Truong, Jenni RomaniukThe purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer…
Emerging promotional and pricing approaches in the US pharmaceutical market
Genevieve Elizabeth O’ConnorThis paper aims to review the progression of the pharmaceutical industry through the lens of government legislation in the USA. The goal of this paper is to provide a…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou