found that a big share of advertising investments is placed in less favorable media which can contribute to consumers … consumers’ trust levels in advertising vary among the 11 different media studied and that the marketing managers’ beliefs about … consumers are not consistent with the consumers’ attitudes toward and usage of advertising media. Ignoring this phenomenon may …

consumers. Originality/value – This paper provides an outline of product placement as an alternative to classic TV advertising.  …

As Internet usage grows, brands are becoming even more important than they have been in other channels or environments … straightforward. A brand’s appeal may shift as Internet users have significant attitudinal differences from shoppers in other channels …

inextricably linked; and look for opportunity out of adversity. This was the chance to meld several disparate brands into a family …

/implications – Brands in general are posited to be less mobile than other firm resources, and thus may provide a more sustainable …. Originality/value – This research moves the study of brands beyond “product” towards the concept of place branding. It extends the …

national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private … labels and national brands through the outcomes. Design/methodology/approach – Data were collected in a telephone survey of … 600 randomly recruited primary shoppers. Binary logistic regression was used to examine the informational cues consumers …

Brand orientation means that the formulation of company strategy is based on brands. By focussing the company …′s commitment and resources on building, developing and nurturing brands, a platform for a sustainable competitive strategy is … management capable of exploiting the potential of brands may obtain long term competitive advantages – a strategy for survival in …