Table of contents
The measurement and dimensionality of brand associations
George S. Low, Charles W. LambThe purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and…
34803
Developing market‐driven product strategies
David W. Cravens, Nigel F. Piercy, Ashley PrenticeSuccessful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop…
12730
Advertising vs sales promotion: a brand management perspective
George S. Low, Jakki J. MohrBrand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media advertising. This study investigates the…
30309
Descriptive and evaluative attributes: what relevance to marketers?
Janet Hoek, Jason Dunnett, Malcolm Wright, Philip GendallA growing number of studies have suggested that consumers hold very similar beliefs about the brands they use within a product category. This implies that experience, rather than…
3021
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