reflect the influence of various marketing factors such as brand awareness, perceived quality, channel convenience and price …

Traditional approaches to brand-building dictate that success in branding can only result from communicating a single … whitepaper argues that the above model of brand positioning is an artifact of an old mass media order in which scarcity was the … overriding norm. Media fragmentation and digital media are now offering brand practitioners an expansive choice of touch points …

A dual process model is proposed that identifies the conditions under which two separate and additive effects on brand … experiments, which demonstrate that the effects of market entry-information and exposure-order on brand preference depend on … are identified where market entry-information has no effect on preference and where the second-encountered brand is …

/methodology/approach – The study adopts a stochastic approach to measure brand loyalty at the attribute level using the Dirichlet model as a … implications – Two types of categorization prevail in the category: first, a family brand-based, mainly relevant for large brands … smoking. The contribution of the present work lies in the provisions of evidence-based insights to help brand managers and …