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The marketing literature provides substantial discussion of branding and brand equity, but reveals limited research on the use of brand name in the consumer decision-making process. Further, most such studies have included the manipulation of product brand name as an independent variable. The...
New products are critical to the long-term growth and success of a firm. This paper investigates the relationship between market orientation and new product performance. Data are collected from Singaporean firms. Results show a strong positive relationship between market orientation and the...
As the number of imitator brands has risen, so too have legal actions for trademark infringement and passing off, because of consumer confusion, unfair misappropriation of brand owners' intellectual property, and lost sales revenue. However, recourse to the law is time-consuming, expensive, and...
The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al. ’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and brand...
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