The use of celebrity endorsement is with the objective of creating product awareness and increasing sales and market share in marketing. Celebrity endorsement is increasingly becoming a very important tool in marketing communications task of persuading customers and inducing purchases. This...

When a weak-brand firm and a strong-brand firm source from a common contract manufacturer, the weak-brand firm may advertise this relationship to promote its own product. This paper investigates whether the weak-brand firm should use such brand spillover as a marketing strategy and how this...

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is...

Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear positive effect on the bottom line, the net effect on the brand's equity as perceived by the consumer had yet to be fully analyzed. The author contends that the effect will depend...

Purpose of this paper is to explore the three strategic orientations (customer, competitive, and technological) of the firm and new product performance. To understand which of three different strategic orientations is more appropriate, when and why it is so in the context of developing product...