Keyword: brand identity

Found 9 papers in total
The decision to raise firm value through a sports‐business exchange: How much are Real Madrid’s goals worth to its president’s company’s goals?
The decision to raise firm value through a sports‐business exchange: How much are Real Madrid’s goals worth to its president’s company’s goals?
2011,
Global brands emerging from the world of sports are becoming commonplace, and firms...
Brands: The Opiate of the Nonreligious Masses?
Brands: The Opiate of the Nonreligious Masses?
2011,
Are brands the ‘new religion’? Practitioners and scholars have been...
Brand valuation: a comparison of alternative models
Brand valuation: a comparison of alternative models
2009,
We propose a brand valuation model, which merges objectivity with robust underlying...
Product variety under brand influence: an empirical investigation of personal computer demand
Product variety under brand influence: an empirical investigation of personal computer demand
2004,
Prior research suggests that brand may influence consumer preference for...
Effects of brand preference, product attributes, and marketing mix variables in technology product markets
Effects of brand preference, product attributes, and marketing mix variables in technology product markets
2006,
We develop a demand model for technology products that captures the effect of changes...
How much does the market value an improvement in a product attribute?
How much does the market value an improvement in a product attribute?
2002,
A firm contemplating improvements to its product attributes would be interested in the...
A comparison of online and offline consumer brand loyalty
A comparison of online and offline consumer brand loyalty
2003,
In this study we compare consumer brand loyalty in online and traditional shopping...
Utility-consistent brand demand systems with endogenous category consumption: Principles and marketing applications
Utility-consistent brand demand systems with endogenous category consumption: Principles and marketing applications
2001,
This paper introduces the design and implementation of utility-consistent, brand, and...
A modeling framework for category assortment planning
A modeling framework for category assortment planning
2001,
The complexity of managing a category assortment has grown tremendously in recent...
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