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The Long-Term Effect of Marketing Strategy on Brand Sales

Abstract
Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. 156 more words

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Geographical Information Systems�Based Marketing Decisions: Effects of Alternative Visualizations on Decision Quality

Abstract
Marketing planners often use geographical information systems (GISs) to help identify suitable retail locations, regionally distribute advertising campaigns, and target direct marketing activities. Geographical information systems thematic maps facilitate the visual assessment of map regions. 119 more words

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Predicting the Consequences of Marketing Policy Changes: A New Data Enrichment Method with Competitive Reactions

This article introduces a new data enrichment method that combines revealed data on consumer demand and competitive reactions with stated data on competitive reactions to yet-to-be-enacted, unprecedented marketing policy changes. 153 more words

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How Does Enforcement Deter Gray Market Incidence?

Abstract
Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. 51 more words

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The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications

Abstract
Marketers often use verbal claims to highlight brand benefits in marketing communication campaigns. However, spokescharacters may also be incorporated into campaigns and are often featured both in advertisements and on product packages. 141 more words

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Korean Marketing in China: An Exploratory Analysis of Strategy�Performance Relationships

Abstract
The authors attempt to identify the types of marketing strategies that Korean marketers employ in China and investigate the strategies㤼㸲 relationships with market performance. The authors expect Korean marketing strategies in China to differ from those of Western multinational corporations. 122 more words

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Regulatory Perceptions of Marketing: Interpreting U.K. Competition Authority Investigations from 1950 to 2005

Abstract
This study quantifies the link between marketing and rulings on competition or antitrust law made by U.K. competition authorities. To determine whether differences in competition systems influence how marketing actions are interpreted by a European Union competition agency, the authors conduct a comprehensive examination of U.K. 84 more words

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