...Delphine Caruelle Purpose The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”). Design/methodology/approach Across three experiments, the effect of gendered (vs gender-unrelated) product...

... Group Publishing Limited 2011 Brands Brand equity Product differentiation Competitive advantage An executive summary for managers and executive readers can be found at the end of this article. One of the most fundamental tasks of brand managers is to understand and manage...

... across brands. © Emerald Group Publishing Limited 2008 Brand identity Product design Classification Product differentiation An executive summary for managers and executive readers can be found at the end of this article. A fundamental concept in the competitive marketplace...

... Resource sharing Product differentiation Value analysis An executive summary for managers and executive readers can be found at the end of this article. Platform sharing is an increasingly popular product development method where various products and the brands that are attached to them...

... evaluation technique due to its correlation reliability and economy in data recording and retrieval (Franzen and Bouwman, 2001 ; Heise, 1970 ; Martindale, 1990). © Emerald Group Publishing Limited 2008 Brands Brand management Semantics Product differentiation Cognition An executive...

... 2003 Brand awareness Consumer behaviour Product differentiation Primary role of brands 1. (1) smaller differences in brand attitude between typical and atypical brands than consumers who choose typical brands; and 2. (2) larger differences in product‐level typicality...

... competitive advantage. Similarly, product differentiation is made difficult by the fact that products generally have a short life cycle, and so have little time available for consumers to identify and know their characteristics. In this way, firms have placed a heavy emphasis on adding symbolic values...

... substitutable alternatives existed. Yet while it is generally accepted that consumers like the brands they buy, some debate still exists over whether they must like a brand before they buy it. Brands Consumer behaviour Product differentiation © MCB UP Limited 2000 Subsequent work (Bird...

... would like to thank two unknown referees for their helpful comments and suggestions. © MCB UP Limited 1999 Brand valuation Brands Pricing Product differentiation An executive summary for managers and executive readers can be found at the end of this article Microeconomic analysis...

... loyalty Brands Consumer behaviour Japan Market share Product differentiation These equilibrium aspects might be seen as the outcome of adaptive processes (e.g. Lucas, 1986), but little is known about the nature of the dynamics involved. In practice most markets are in fact approximately...

... categories. However, support for hypothesis 2B was only significant in two of the four sets. © MCB UP Limited 1998 Brand names Brands Consumer behaviour Product differentiation Product management A brand extension strategy involves using an established brand name in one product class...

... or superiority of a product with respect to its intended purpose, relative to alternatives” (Aaker, 1991, p. 88). Perceived quality is not necessarily an objective measure. The value of perceived quality is that it can create important product differentiation. This differentiation can provide the customer...

... as there are a number of other factors which may inhibit market entry it is necessary to look at this issue “in the round” rather than from one narrow perspective. © MCB UP Limited 1994 Advertising Barriers Competition Competitive advantage Market entry Market share Monopolies Product differentiation...

... Marketing Premium pricing Pricing strategy Product costs Product differentiation Psychology Value analysis Extremely high margin with low volume. Or, a meager margin with immense volume. Pure nirvana: unbelievably high margins with stupendous volumes! The exclusive value principle takes...

... are modified to include symbols which identify it mainly or exclusively with one sex. Brand image Consumer behaviour Demographics Gender Marketing Product differentiation Roles Stereotyping Strategy © MCB UP Limited 1994 These factors are the bedrock of society′s ideal model...