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Article
Publication date: 1 July 2014

Rory A. McDonald

390

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Leadership & Organization Development Journal, vol. 35 no. 5
Type: Research Article
ISSN: 0143-7739

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Publication date: 1 December 2000

Judith H. Washburn, Brian D. Till and Randi Priluck

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand…

37978

Abstract

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

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Journal of Consumer Marketing, vol. 17 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 2 March 2015

Rory McDonald

198

Abstract

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Leadership & Organization Development Journal, vol. 36 no. 1
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 29 April 2014

Rory Alexander McDonald

282

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Leadership & Organization Development Journal, vol. 35 no. 3
Type: Research Article
ISSN: 0143-7739

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Leadership & Organization Development Journal, vol. 35 no. 4
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 7 September 2015

Rory McDonald

61

Abstract

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Leadership & Organization Development Journal, vol. 36 no. 7
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 2 November 2015

Rory McDonald

76

Abstract

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Leadership & Organization Development Journal, vol. 36 no. 8
Type: Research Article
ISSN: 0143-7739

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177

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Leadership & Organization Development Journal, vol. 35 no. 2
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 4 April 2016

Rory McDonald

1353

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Leadership & Organization Development Journal, vol. 37 no. 2
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 1 January 2006

Helio Fred Garcia

This article offers guidelines for effective crisis response.

12544

Abstract

Purpose

This article offers guidelines for effective crisis response.

Design/methodology/approach

Its thesis is: whether an organization survives a crisis with its reputation, operations, and financial condition intact is determined less by the severity of the crisis than by the timeliness and effectiveness of the response

Findings

Companies with effective crisis response saw their stock price recover quickly, and remain above their pre‐crisis price thereafter, closing an average of seven percent above their pre‐crisis price one year after the crisis.

Practical implications

Offers do and don't prescriptions for managing a crisis.

Originality/value

A consultant recognized as an authority in his field shares his experience in effective crisis management.

Details

Strategy & Leadership, vol. 34 no. 1
Type: Research Article
ISSN: 1087-8572

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