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The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these...
Persistent link: https://www.econbiz.de/10004987915
Persistent link: https://www.econbiz.de/10005140805
Financial data drawn from Marks and Spencer's archives and annual reports is used to identify five phases in the Company' sales growth. Early, rather erratic, growth, often through acquisition, gave way to a second phase of store development funded by the Company's floatation in the 1920s. Sales...
Persistent link: https://www.econbiz.de/10010620670
The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand...
Persistent link: https://www.econbiz.de/10008871422
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the...
Persistent link: https://www.econbiz.de/10010775427