Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product,
2013
Asia Marketing Journal (AMJ)
Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product, Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, Chan Su Park
Asia Marketing Journal
This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands` breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range …
2013-October-29-Bishop Induction,
2013
East Tennessee State University
2013-October-29-Bishop Induction, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
How Do Firms Become Different? A Dynamic Model,
2013
Chapman University
How Do Firms Become Different? A Dynamic Model, Matthew Selove
Business Faculty Articles and Research
This paper presents a dynamic investment game in which firms that are initially identical develop assets that are specialized to different market segments. The model assumes that there are increasing returns to investment in a segment, for example, as a result of word-of-mouth or learning curve effects. I derive three key results: (1) Under certain conditions there is a unique equilibrium in which firms that are only slightly different focus all of their investment in different segments, causing small random differences to expand into large permanent differences. (2) If, on the other hand, sufficiently large random shocks are possible, firms …
2013-October-28-Cornet Recital,
2013
East Tennessee State University
2013-October-28-Cornet Recital, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-28-Alumni Tea,
2013
East Tennessee State University
2013-October-28-Alumni Tea, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-22-Entrepreneurs' Club Nov. 2013,
2013
East Tennessee State University
2013-October-22-Entrepreneurs' Club Nov. 2013, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-22-Ibma 2013,
2013
East Tennessee State University
2013-October-22-Ibma 2013, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-18-Deaf Awareness Week,
2013
East Tennessee State University
2013-October-18-Deaf Awareness Week, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-18-Energy Efficiency,
2013
East Tennessee State University
2013-October-18-Energy Efficiency, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-18-Country Kiosk,
2013
East Tennessee State University
2013-October-18-Country Kiosk, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-18-Basler Lecture Oct. 2013,
2013
East Tennessee State University
2013-October-18-Basler Lecture Oct. 2013, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-17-Fubara Named One Of 10 Finalists For Senior Class Award,
2013
East Tennessee State University
2013-October-17-Fubara Named One Of 10 Finalists For Senior Class Award, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2013-October-16-Career Fair,
2013
East Tennessee State University
2013-October-16-Career Fair, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-16-South Arts Tour,
2013
East Tennessee State University
2013-October-16-South Arts Tour, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-15-Crhs Dean Search,
2013
East Tennessee State University
2013-October-15-Crhs Dean Search, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-14-Gatton National Title,
2013
East Tennessee State University
2013-October-14-Gatton National Title, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-13-Emergency Preparedness,
2013
East Tennessee State University
2013-October-13-Emergency Preparedness, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-11-Amsa Celebrates,
2013
East Tennessee State University
2013-October-11-Amsa Celebrates, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
2013-October-04-Blackwelder Aafp,
2013
East Tennessee State University
2013-October-04-Blackwelder Aafp, University Marketing And Communication, East Tennessee State University
ETSU News
No abstract provided.
Consumer Animosity And Purchase Behavior : The Role Of Corporate Social Responsibility,
2013
Lingnan University
Consumer Animosity And Purchase Behavior : The Role Of Corporate Social Responsibility, Chun Zhang
Lingnan Theses
Consumer animosity may have a negative impact on consumers’ purchase behavior for foreign products. The consequences of the negative influence include boycotting and reluctant to purchase. This study explores the research on consumer animosity and focuses on how to attenuate the negative effect of consumer animosity towards consumers’ purchase behavior. Corporate social responsibility (CSR) is considered to have a moderating effect on the relationship between consumer animosity and purchase intention. In addition, individual thinking styles are expected to influence the moderating role of CSR. In this study, a 2 (consumer animosity: high vs. low) x 2 (CSR: high vs. low) …
