... Quantitative methods Judgment and decision-making Advertising Marketing strategy Gender studies Consumer psychology Today, inclusivity in corporate marketing is not only a moral imperative, but also a strategic priority because it generates more favorable brand perceptions, drives higher sales...

... the importance of aligning product attribute differences with specific purchase occasions in marketing strategies. Qing Yao is the corresponding author and can be contacted at: yaoq@ustb.edu.cn 08 09 2023 23 03 2024 30 09 2024 23 12 2024 23 12 2024 © 2024 Emerald Publishing...

...). As a brand grows larger in geographic and customer market scope, it may become more difficult to maintain such a strong and localized customer relationship (Rego et al., 2013). Banking Brand identity Community banks Financial services Industry consolidation Local brands Marketing...

.... Consumer behavior Covid-19 Economic crisis Health crisis Pandemic Branding Future of consumption Rebranding after Covid-19 Customer engagement Marketing strategy Corporate branding Rebranding Older consumers Covid-19 pandemic Lower-income consumers With close to 225 M infections...

... Retailing Brand identity Marketing strategy Product management Fast moving consumer goods Brick-and-Mortar retailing Category evolution Consumer packaged goods Niche brands While a “niche brand” was formally defined in the marketing literature over three decades ago as a low share brand...

... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Cognition Product design Marketing strategy Experimental design The design has become significantly more important in today’s highly competitive market, because, more than ever before...

... re-use rights only Retailing Brand name Regression analysis Brand extension Marketing strategy Brand performance Product management Innovation management Consumer brand equity Fast moving consumer goods A substantial amount of academic research effort has been devoted...

... awareness Consumer behavior Marketing strategy Cross-cultural research Focus groups Cultural branding National brands Brand heritage Celebrity branding To examine our thesis that cultural branding can occur through a cultural icon and an associated myth, we examine two “iconic national...

... Marketing strategy Luxury branding Nowadays, art can be classified into traditional and contemporary art with the activities (extract): theatre, dance, opera, music, installation, architecture, painting, illustration, drawing, sculpture, photography, video, film printmaking and ceramics...

... 2017 Emerald Publishing Limited Licensed re-use rights only Luxury branding Financial brand equity Marketing strategy Wine marketing What’s in a name? Or more precisely, what’s in a brand name? The general public, and marketing scholars in particular, have long been obsessed...

... Publishing Limited Licensed re-use rights only Market orientation Marketing strategy Customer orientation Political branding Political positioning Political strategy Product orientation Strategic orientation framework Some politicians follow and respond to voter concerns. Others shape...

... professionals who are working with the same brand portfolio on a daily basis: © Emerald Group Publishing Limited 2015 Business performance Portfolio strategy Marketing strategy Brand portfolio Brand architecture Brand deletion Brand map An executive summary for managers and executive...

... Emerald Group Publishing Limited 2015 --> Strategic marketing Marketing strategy Digital marketing Strategic Digital Marketing is a definitive guide on how digital media channels and tools can be used to extend an organization’s marketing outreach and achieve...

... pp. US $28.00/CAN$31.00 (trade hardcover) © Emerald Group Publishing Limited 2014 --> Marketing strategy Customer orientation Competitive advantage This book discusses the need for businesses to shift their priorities from upstream to downstream when seeking...

.... Notarantonio can be contacted at: enotaran@bryant.edu © Emerald Group Publishing Limited 2013 Disruption Innovation Marketing strategy Competitive Brand extensions Product innovation During an off-site strategy retreat, senior management of KVH engaged in discussions around the popular...

... the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand...

... fairness perceptions and behavioral intentions remains little investigated. © Emerald Group Publishing Limited 2012 Price unfairness Trust Negative emotions Switching intentions Negative word‐of‐mouth Pricing Marketing strategy Customer relations I have used the internet...

... the choice of channel member for information sharing to best benefit of the manufacturer. Prices Forecasting Information sharing Channel coordination Game theory Marketing strategy In the following sections, we first derive pricing strategies and the resulting profits under five different...

... intention Manufacturer brands Moderating effect Theory of reasoned action Brand management Marketing strategy An executive summary for managers and executive readers can be found at the end of this article. Manufacturer, or national, brands proffer a set of promises to consumers (Keller...

... viewpoint, which is emerging as a valuable theoretical perspective in the field of marketing. Sigal Tifferet can be contacted at: tifferet@ruppin.ac.il © Emerald Group Publishing Limited 2012 Consumer behaviour Gender Brands Marketing strategy Men Women Gender differences Impulse...