... market share. Research limitations/implications When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness...

... as an established brand very quickly and that the generalisations used to benchmark existing brands provided accurate predictions of the new brand’s performance. © MCB UP Limited 2003 Market entry Market share Brands New product development Double jeopardy Over the last four decades...

..., the “brand power” model is first briefly illustrated and justified, then the empirical research undertaken is described in detail. Brand equity construct Brand equity Korea Marketing mix Market share Assembling and validating the macro‐model There is a great deal of published research...

... brands largely predictable from the differing market‐shares of brands. Presented is an analysis of brand loyalty for packaged goods in Japan and comparisons are drawn with brand loyalty in Western industrialized countries such as the UK and USA. The effects of brand‐specific differentiation are embodied...

...Praveen Aggarwal; Taihoon Cha Sales and market share of store brands have been growing significantly at the expense of national brands. The decision to purchase a store brand or a national brand has been modeled in this paper. The proposed model provides an explanation for the existence...

... produces probable segments and their corresponding aggregate market shares, not the segment‐level switching matrices[ 2 ]. Eight different empirical brand‐switching matrices are used for the study of the brand‐specific heterogeneity constants. The product categories were chosen for their diversity...

...Chung Koo Kim This study examines how brand‐ and country‐related intangible assets influence the market shares of brands and their marketing effectiveness (particularly price effectiveness). Using the case of the small car segment, seems to provide some interesting implications for brand management...

... outcomes (market share, etc.), with the indirect process occurring through the concept of brand loyalty. In sum, it is proposed that brand loyalty is a separate concept from either consumer attitudes or repeat buying and that it fulfills a crucial intervening function between these consumer‐based outcomes...

.... This requires careful control and monitoring by the brand manager (Schiffman and Kanuk, 1991). © MCB UP Limited 1994 Australia Brand awareness Brand equity Consumer behaviour Food Health Marketing Market share Product attributes Product differentiation While brands are popularly...

... and thereby limits both the development of demand for osteopathy and the rate at which the profession could expand” (paragraph 7.34). Advertising Barriers Competition Competitive advantage Market entry Market share Monopolies Product differentiation United Kingdom The controversy...

... given 12 month period. It allows a brand team to go forward with its focus on building the brand′s market share, revenues and share of mind, while, at the same time,preventing it from being caught short if internal or external forces threaten their brand′s position. A key‐brand insurance strategy...

...D.K. (Skip) Smith; William Weber Winning market share in a major market from a deeply‐entrenched dominant competitor is a tough challenge. Uses Nielsen data on channel‐specific market shares for Brand A and its leading competitor in a major US market to suggest one strategy a marketing manager...