...Enav Friedmann; Merav Weiss-Sidi; Tiziano Vescovi Purpose Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so...

...Holger Joerg Schmidt; Nicholas Ind; Francisco Guzmán; Eric Kennedy Purpose This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach The paper uses focus groups, interviews...

... and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating...

... (Mittal et al., 2001). As it is implied in the previous lines, a concatenation between the firm strategy, the brand positioning and the product performance must exist to have a successful overall strategy in the long run. Surprisingly, in the literature review for the current work, very few...

...Kirk Hazlett David Meerman Scott and Richard Jurek Marketing the Moon: The Selling of the Apollo Lunar Program Cambridge, MA The MIT Press 2014 125 $39.95 (hardcover) © Emerald Group Publishing Limited 2015 --> Positioning Promotions Brand...

...Mats Urde; Christian Koch Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots...

...Charles Blankson; Stavros P. Kalafatis; Stanley Coffie; Markos H. Tsogas Purpose – The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there is evidence of congruence/fit...

...-of-the-art. Positioning Country identity and image Nation brand dimensions and facets Nation brand molecule The resource advantage theory However, as of now no empirical study in the public domain has focused on determining how many and which dimensions should be considered as part of a nation...

...Charles Blankson; Stavros P. Kalafatis In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between...

... success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions...