It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual...

One of the many areas in which correspondence analysis (CA) is an effective method, concerns seriation problems.For example, CA is a well-known technique for the seriation of archaeological assemblages. A problem with the CA seriation solution, however, is that only a relative ordering of the...

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from...

Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark...

Although we found a general trend favouring the omnivorousness thesis, as soon as we adjusted it to a set of structural factors and consumers’ tastes it was clear that this was caused by elitist inclusive omnivores who had increased the scope of their tastes. In general, younger cohorts were...

We show the equivalence between the use of correspondence analysis (CA) of concadenated tables and the application of a particular version of conjoint analysis called categorical conjoint measurement (CCM). The connection is established using canonical correlation (CC). The second part...

This paper presents findings from a study investigating a firm’s ethical practices along the value chain. In so doing we attempt to better understand potential relationships between a firm’s ethical stance with its customers and those of its suppliers within a supply chain and identify...

Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated...

This paper investigates the link between brand performance and cultural primes in high-risk, innovation-based sectors. In theory section, we propose that the level of cultural uncertainty avoidance embedded in a firm determine its marketing creativity by increasing the complexity and the...