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Full-Text Articles in Marketing
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Case Studies
This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.
The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …
Removing The Undesirables: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns
Removing The Undesirables: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns
Atlantic Marketing Association Proceedings
The lodging industry has been particularly challenged by the bed bug’s resurgence. Bed bugs are primarily associated with places where people sleep and most of these places are properties associated with the lodging industry such as hotels, motels and bed & breakfasts.
In the United States, this industry is massive.
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
Chancellor’s Honors Program Projects
No abstract provided.
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Faculty Publications
The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …