Corporate Image
Choice-Based, Brand-Anchored Conjoint (CBAC): A New Method For Measuring Brand Image
The article introduces choice-based, brand-anchored conjoint (CBAC) analysis as a new measurement technique to assess brand image, based on an approach introduced by Louviere and Johnson (1990), in Read More »
Author: Oliver Schnittka, Mario Farsky, Henrik Sattler
Contributor: eb™ Research Team
Experiential Marketing In An Entertainment Service: Event-Brand Transfer
The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering Read More »
Author: Natalia Vila, Ines Kuster-Boluda, Mª Carmen Rodriguez-Molina, Lisa Scribner, Asuncion Hernandez-Fernández
Contributor: eb™ Research Team
Does Brand Loyalty Decline? Investigating Brand Loyalty Evolution And The Role Of Product Category
The ultimate goal of marketers is to achieve high loyalty toward their brands. However, there is a common belief that brand loyalty declines over time. In this paper we offer insight into this area Read More »
Author: Polymeros Chrysochou, Gauthier Castéran, Lars Meyer-Waarden
Contributor: eb™ Research Team
The Magnitude Of Company Image Improvement Through Cause Related Marketing
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image Read More »
Is Good + Bad = Neutral? How Consumers Integrate Information To Form Ethical Brand Perceptions
Companies are increasingly concerned about their ethical image and that of their brands. This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and Read More »
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