The Impact Of Consumer Confidence On The Relationships Between Store Attribute Perceptions And
For retailer managers it is crucial to understand the relationship between consumers’ store attribute evaluations and customer satisfaction and how this relationship changes over time depending on Read More »
Author: Auke Hunneman, Peter C. Verhoef, Laurens Sloot
Contributor: eb™ Research Team
Low Expenditures Or High Savings: What Drives Store Choice?
Existing literature on store choice assumes that price promotions increase a store’s attractiveness by lowering the basket price. In this paper we argue that price promotions, by creating hedonic Read More »
The Broader Boundaries: The Importance Of Service-Specific Associations In Service Brand Extensions
The idea that successful brand extensions require a high similarity between the brand and the extension category pervades current research. In two experiments we document that service brands can Read More »
Brand Extensions Threat: Counter Extensions
Among the risks of a brand extension strategy, there is the one to stimulate a reaction of counter extension. This would frustrate any positive result obtained by the brand extension. The literature Read More »
Author: Bruno Busacca, Giulia Miniero, Giuseppe Bertoli
Contributor: eb™ Research Team
Managing Brand Architecture – The Impact Of Corporate And Product Brands
The complexity of brand portfolios has considerably increased within the last few years. This raises important challenges for many corporations. In this context, the current state of brand Read More »
Author: Christoph Burmann, Christopher Kanitz, Tilo Halaszovich, Michael Schade
Contributor: eb™ Research Team