Aid Retail Companies.Methodology/Technique - The individual dimensions of Kapferer's brand identity prism were analyzed …, should focus on branding due to increasing competition to remain competitive in the market.Novelty - This paper deals with … the practical implementation of Kapferer's brand identity prism in the context of Hearing Healthcare. It offers Hearing …

over the period 2002 to 2005. We construct a model of the relationship between demand, market power and brand … characteristics and then estimate the model using monthly data on price, quantity and volume sold for a bundle of 92 brands in 12 … product categories from major supermarket stores across Australia. We also use data on the characteristics of each brand such …

advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current … advertising does affect future sales but surprisingly, the affect is not always positive; for the firm's best customers the long …

The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad … campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer … role of both customer-to-store distance and spatial competition in moderating retail ad effects. Whereas non …

The rising phenomenon of private label brands across the globe has given grocery retailers new areas for competition … and growth. As a result, this has spiralled competition between private label brands (PLBs) and national brands (NBs … and national brands has also seen new trajectories. The purpose was to review earlier and current competition and identify …