Results 211 to 220 of about 7,230 (255)
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Competence Based Brand: Meaning And Management
Association of Marketing Theory and Practice Proceedings, 2012This paper investigates how core competence helps in differentiating a corporate brand. This is achieved through a parallel review of discourses within core competence and corporate branding literatures – whilst also highlighting the weaknesses of existing corporate branding models. Consequently, the key discourses within core competence literature are
Babasola Olutayo Otubanjo +1 more
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Building a warm and competent B2B brand personality
European Journal of Marketing, 2022Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B ...
Ulf Aagerup +2 more
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Does a Store Brand Always Hurt the Manufacturer of a Competing National Brand?
Production and Operations Management, 2015It is generally believed that store brands hurt the manufacturers of competing national brands while benefiting retailers. In this study, we challenge this notion by studying the impacts of a store brand when it is introduced by a power retailer. We show that a store brand may benefit the manufacturer when the interaction between the manufacturer and ...
Jun Ru, Ruixia Shi, Jun Zhang
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Optimal advertising model in a dynamic marketing with competing brands
International Journal of Manufacturing Technology and Management, 2015We consider a marketing channel consisting of one retailer and two independent and competing manufacturers. One distinctive feature of this paper is that each brand's goodwill evolves according to a modified Nerlove–Arrow dynamics, in such a way that the advertising effort of one brand hurts the competitor's goodwill stock.
Ming Yang Zhou, Jie Lin
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Harvard business review, 2004
It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such ...
Douglas B, Holt +2 more
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It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such ...
Douglas B, Holt +2 more
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Commentary: do brands compete or coexist?
European Journal of Marketing, 2019Purpose A response to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Findings In their article, Sheth
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Destination Branding: For Competing in International Tourism Market
SSRN Electronic Journal, 2016Tourism is the most crucial factor in world trade as it is the most effective and easiest means for earning foreign exchange, by providing employment to the local people of the country and by increasing the market capabilities. Tourism also works as medium of social cultural exchange.
Gaurav Rana, Neeti Nagar
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Should the competing brand be illustrated in a comparative advertisement?
Journal of the Academy of Marketing Science, 1978Recent studies on comparative advertising have focused on the relative effectiveness of comparative ads versus noncomparative or Brand X ads. This laboratory experiment used 408 student subjects to assess the believability and interestingness of various comparative advertising formats when the competing brand is illustrated versus when it is not ...
Charles W. Lamb +2 more
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Assessment of Brand Competences in a Family Business: A Methodological Proposal
2016Competences represent an important part of business administration and enterprise engineering researches as they constitute a solid source of long-term competitive advantage. Still, little practical applications are known in this area, especially in the field of family business, the object of the present work.
Eduard Babkin, Pavel Malyzhenkov
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Identification of Competing Destination Brand: The Case of Okinawa Island
2018In the field of destination branding, some researchers have conducted comparative studies for the development of the customer-based brand equity measurement. Since brand equity is a relative measure, it is required to compare a brand to another to measure its effectiveness.
Kenshi Nakaima +2 more
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