...). Based on this foundation, we predict: Experimental design 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...

... the importance of aligning product attribute differences with specific purchase occasions in marketing strategies. To address this gap, this paper explores the role of purchasing occasions in consumers’ evaluations of attribute alignability. Purchase occasions can be categorized into two types based...

... Limited 2020 Emerald Publishing Limited Licensed re-use rights only Banking Brand identity Community banks Financial services Industry consolidation Local brands Marketing strategy National banks Place branding Regression analysis Community banks (Avery and Samolyk, 2004...

... for businesses as they continue to evolve during and post Covid-19. 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...

..., 2017 ; Halkias, 2015). Assortment planning 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...

... be contacted at: cseifert@georgiasouthern.edu 07 01 2019 08 04 2019 01 08 2019 12 11 2019 02 01 2020 06 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Cognition Product design Marketing strategy Experimental...

... product and brand portfolio both within and across product categories may positively impact the performance of future new product launches. Retailing Brand name Regression analysis Brand extension Marketing strategy Brand performance Product management Innovation management Consumer brand...

... brands may be developed through use of national, cultural icons. Corporate social responsibility Brand awareness Consumer behavior Marketing strategy Cross-cultural research Focus groups Cultural branding National brands Brand heritage Celebrity branding Arts and their creators play...

... as the essential types for this research. © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Brand management Culture Art Fashion marketing Experiential branding Marketing strategy Luxury branding The proximity between art and luxury, developing...

... brand equity Marketing strategy Wine marketing Table I Robert Parker’s numerical rating system Points The wine is…… 96-100 Extraordinary 90-95 Outstanding 80-89 Above average to very good 70-79 Average 50-69 Below average to poor Source:   Parker...

... be contacted at: ert1@sfu.ca © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Market orientation Marketing strategy Customer orientation Political branding Political positioning Political strategy Product orientation Strategic...

... is the first to compare and fully map the differences in perception of a company’s brand portfolio among internal stakeholders and the possible implications of this discrepancy. © Emerald Group Publishing Limited 2015 Business performance Portfolio strategy Marketing strategy Brand portfolio...

...Dawn Edmiston Eric Greenberg and Alexander Kates Strategic Digital Marketing New York McGraw Hill 2014 352 pp. 978-0071819503 © Emerald Group Publishing Limited 2015 --> Strategic marketing Marketing strategy Digital marketing...

... to popular belief, a dominant brand is not dependent upon being first to market, as: […] products may be invented in the laboratory, but competitive advantage is seized in the marketplace … Fast followers with a clear marketing strategy that builds a brand with strong associations to well-defined...

... Solution was chosen. This book discusses the concept of disruptive product development strategies. Disruption Innovation Marketing strategy Competitive Brand extensions Product innovation During an off-site strategy retreat, senior management of KVH engaged in discussions around...

... 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...

... word‐of‐mouth Pricing Marketing strategy Customer relations To address this gap in the literature, this article presents and tests a conceptual framework for the consequences of price unfairness and posits that trust and emotions mediate the relationship between the perception of price...

... the choice of channel member for information sharing to best benefit of the manufacturer. © Emerald Group Publishing Limited 2012 Prices Forecasting Information sharing Channel coordination Game theory Marketing strategy We then compare these scenarios and provide conditions...

.... Gianfranco Walsh can be contacted at: Walsh@uni‐jena.de © Emerald Group Publishing Limited 2012 Purchase intention Manufacturer brands Moderating effect Theory of reasoned action Brand management Marketing strategy An executive summary for managers and executive readers can be found...

... 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...