product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands … influenced by celebrity endorsement differ between brands and products?”. Design/methodology/approach To this end, a conceptual … structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a …

Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including … this issue by, first, building a typology of the innovation practices underpinning differently positioned brands and … study addresses a critical question: How do differently positioned brands organize their innovation efforts? A multiple case …

toward domestic and foreign brands, COB (the country with which the brand or firm is associated) and COM (the country in … effect on Chinese consumers' product quality perceptions and purchase intentions toward both domestic and foreign brands … either domestic or foreign sportswear brands. However, ethnocentric Chinese consumers do positively evaluate the quality of …