.... An executive summary for managers and executive readers can be found at the end of this article. Brands are a source of competitive advantage provided they are effectively differentiated in the marketplace. A brand's name denotes a particular product and distinguishes it from other products. More...

...Philipp Hillenbrand; Sarael Alcauter; Javier Cervantes; Fernando Barrios Purpose – Researchers agree that the choice of brand name for a product can alter the consumers' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality...

...Véronique Pauwels Delassus; Raluca Mogos Descotes Purpose Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease...

..., by synthesizing the research propositions and results from previous research studies and developing a conceptual model to be tested based on specific research hypotheses. The brand name of any product has always been considered to be of great importance in determining perceptions of brand quality...

...Debra Grace; Aron O'Cass Purpose This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand evaluation. Design...

...Pingjun Jiang Investigates the role of brand name in consumers' decision making during a customization process, and develops a conceptual understanding of the factors influencing the role of brand name from a “search vs experience” perspective. Addresses the strategic relationship of brand...

.... Regression analysis predicts that a national brand would command 37 percent price premium over a store brand that offers the same quality, a finding that highlights the handsome returns on building brand equity. © MCB UP Limited 2003 Brand names Brand equity Prices Quality Stores...

...Srini S. Srinivasan; Brian D. Till Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search, experience...

...Allan K.K. Chan; Yue‐Yuan Huang Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad...

... marketing the product or brand is situated (Johansson, 1985; and Ozsomer and Cavusgil, 1991); as the country of manufacture or assembly (Papadopoulos, 1993; Lee and Schaninger, 1996); and as the country of product design. Consumer behaviour Perceptions Country‐of‐ origin Brand awareness Brand names...

... are considered. Brands Brand names Product management Brand equity Competitive advantage Marketing strategy In the ongoing effort to survive and grow in the marketplace, marketers have increasingly turned to brand alliances: a marketing strategy wherein two brands join together...

... from the competition)can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically...

... the managerial implications of the findings and the limitations of the study, and makes suggestions for future research. © MCB UP Limited 1996 Brand names Consumer behaviour Own‐label goods Product quality Store ambience Store brands Marketing studies have consistently shown in blind...

... countries Brand names Consumer behaviour Country of origin Marketing strategy The Gulf States (Saudi Arabia, Kuwait, Bahrain, Qatar, United Arab Emirates and Oman) market has evolved into an attractive target not only for industrialized countries but, significantly, for many developing nations...

... generally better entrenched in markets leads us to believe that brand performance might be affected by the degree to which consumers are familiar with a brand or its attributes. © MCB UP Limited 1995 Brand names Consumer behaviour Marketing strategy Product management Uncertainty...

.... Generics, unlike store brands, usually do not have a “brand name” associated with them. They are often packaged in plain “white label” packages with little or no information identifying the manufacturer. These brands were popular in the late 1970s and early 1980s. They appealed to the extremely price...

.... This example illustrates the complexity of bringing a new product to market in a timely manner in conjunction with creating a new brand name. Both the new product development effort and the subsequent brand management efforts were cross‐functional in nature. However, the launch of this product was in the USA...

... strategy. Reviews the outcome of the renaissance campaign, ini addition to Mazda′s current performance, concluding that the brand has been successfully revived – to the point that Mazda′s market share in South Africa is the highest achieved by the brand anywhere in the world. Brand names Case studies...

... for traditional brand name recognition of new products, user friendliness, functionability, and product positioning that meets their individual expectations. Examines the emergence of brands in the marketing of computers and related high‐tech products so as to explore the trends of developments in this vital area...

... of product piracy,notably in the Asian region, presents a delineation of the relevant terminology, discusses strategies used in preventing product piracy and examines alternative views on the ethics of the practice. © MCB UP Limited 1994 Asia Brand identity Brand names Competitive advantage...