... not increase dissatisfaction with a negative) experience, and this effect arises via enhanced performance perceptions under positive experience rather than expectations. Research limitations/implications – Our research investigates whether the prior research argument that identity is a powerful...

... to improve performance. 1. First, manufacturers need a better understanding of how much promotions cost and how their budgets are being spent. Many manufacturers fail to measure costs incurred by trade promotions effectively: in particular, write‐off costs and costs relating to changing promotion...

... pumping. We now think of brands in an evolutionary rather than a life cycle way. 67 © MCB UP Limited 1991 Brand names Marketing strategy Performance This article was subsequently published in the Journal of Product and Brand Management, Volume 1 Issue 4. ...