1 - 7 of 7 articles
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 between managerial decisions, adopted communications and target audience...
Purpose – The purpose of this paper is to identify links between the components involved in ecodesign orientations (EDOs) and the integration of ecological criteria into Scandinavian wooden furniture industries. The purpose of identifying these links is to recognize possibilities and gaps in...
Purpose – The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of authenticity in personal relationships, published research has yet not thoroughly explored the concept’s...
Purpose – The purpose of this study is to propose a new item response theory‐based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for...
Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and...
Purpose – The aim of this study is to investigate the impact of increase in price of an essential product (i.e. gasoline) toward the focal product and other seemingly non‐related products. Design/methodology/approach – A self‐administered survey was used to collect data from the drivers at a...
Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green...
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