Table of contents
Packaging communication: attentional effects of product imagery
Robert L. Underwood, Noreen M. Klein, Raymond R. BurkeThis article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of…
21940
Strategies for eliminating a financial services product
David R. Harness, Norman E. MarrAs the UK’s retail financial services sector discovers the value of retaining customers it is also becoming aware that product elimination has the potential to damage existing…
1021
Using free association to examine the relationship between the characteristics of brand associations and brand equity
Arthur Cheng‐Hsui ChenThe purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature…
25951
The role of the brand name in obtaining differential advantages
A. Belén del Río, Rodolfo Vázquez, Víctor IglesiasIn the brand equity literature, little attention has been paid to comparing the role of product and brand name attributes in obtaining differential advantages. This work presents…
13457
ISSN:
1061-0421e-ISSN:
2054-1643ISSN-L:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou