Spanish AbstractEl “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo...

Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value. Design/methodology/approach Two empirical between-subject...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the subsidy rate. We consider a case of new product adoption...

Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...

Given that clustered firms in developing countries generally sell their goods through multinational firms, we seek to determine under what conditions might clustered surgical instrument firms band together and form a cooperative to “break out” of their relationship with multinational buyers...

This paper analyzes a mechanism through which a supplier of unknown quality can overcome its asymmetric information problem by selling via a reputable downstream rm. The supplier s adverse-selection problem can be solved if the downstream rm has established a reputation for delivering high...

Die Dissertationsschrift greift den seit längerem geführten Diskurs nach der Relevanz von Szenen für das Marketing auf und fokussiert auf die Grundannahme, dass sich Szenen nicht ausschließlich durch bspw. geteilte Wertorientierungen und Rituale, sondern mindestens genauso häufig durch den...