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A growing number of studies have suggested that consumers hold very similar beliefs about the brands they use within a product category. This implies that experience, rather than marketing activity, leads consumers to associate attributes with brands. Replicates and extends earlier studies and...
Brand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media advertising. This study investigates the antecedents and outcomes of brand managers' advertising and sales promotion budget allocations by adopting a bounded...
Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market-driven strategies. Key initiatives include the leveraging the business design, recognizing the growth mandate,...
The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development...
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