Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price…
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Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated and tested through simulation. Reports and discusses results.
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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002601. When citing the…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002601. When citing the article, please cite: Paul Herbig, John Milewicz, (1993) “The relationship of reputation and credibility to brand success”, Journal of Consumer Marketing, Vol. 10 Iss: 3, pp. 18 - 24.
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002601. When citing the…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002601. When citing the article, please cite: Paul Herbig, John Milewicz, (1993) “The relationship of reputation and credibility to brand success”, Journal of Consumer Marketing, Vol. 10 Iss: 3, pp. 18 - 24.
Considers the importance of a firms′ reputation to the success orfailure of its brands; the effect on the firm′s brand when a firm′sreputation decays; how important it is for a…
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Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.
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Can a brand′s reputation be transferred successfully to other products?What is the importance of a firm′s reputation to the success or failureof its brands? What is the effect on…
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Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.
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Describes market signals and market signaling, provides examples oftheir use in service‐oriented industries and, through a marketsimulation, examines their implications for…
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Describes market signals and market signaling, provides examples of their use in service‐oriented industries and, through a market simulation, examines their implications for profitability and competitive behavior. Marketing signals by firms within an industry are positively related to the profitability of the industry and the profits of the individual firms within the industry. However, there is a negative incentive for a firm to be the only signaler within an industry. This “lone man out” phenomenon puts a firm at a competitive disadvantage to the other firms within its industry. A “temporal pattern‐recognition deficiency” also seems to exist which tends to inhibit managers in finding patterns of behavior over time.
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Paul Herbig, John Milewicz and James E. Golden
If there is any one function managers most despise, it is the artof forecasting. By its very nature it concerns guessing the outcome offuture events. Do all firms forecast the…
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If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behavior between industrial product firms and consumer product firms. Examines issues such as who does the forecasting, the frequency of forecasts, and the areas in which forecasts are made. Assesses the results gained from the forecasting effort and examines significant differences in forecasting behavior.
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James Golden, John Milewicz and Paul Herbig
The function which managers most despise is the art of forecasting. Byits very nature it concerns guessing the outcome of future events. Nomatter how sophisticated computer‐driven…
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The function which managers most despise is the art of forecasting. By its very nature it concerns guessing the outcome of future events. No matter how sophisticated computer‐driven techniques and programs are evolved, the future has inherently within it events beyond the control of managers. Reviews forecasting and provides several recommendations on how one could go about minimizing biases within the forecasting process.
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Paul Herbig and John C. Milewicz
Examines marketing signals as they are used in business‐to‐businesscommunications. Marketing signals can be implemented in a variety oforganizational marketing activities…
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Examines marketing signals as they are used in business‐to‐business communications. Marketing signals can be implemented in a variety of organizational marketing activities including promotion, pricing, distribution and competitive reactions. Provides observations and recommendations on their usage by industrial concerns so as to improve the efficiency of their signalling efforts.
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Paul Herbig, John C. Milewicz and Robert Gulbro
Marketing signals, whereupon marketing activities provide informationbeyond the activity itself, can be implemented in a variety of marketingactivities including advertising…
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Marketing signals, whereupon marketing activities provide information beyond the activity itself, can be implemented in a variety of marketing activities including advertising, pricing, quality control, and competitive reactions. Examines marketing signals as they are used in the industrial marketplace. Provides examples and specific applications for each specific characteristic associated with industrial marketing. Also provides observations and recommendations on their usage by industrial concerns.