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Author: Alexander Corn

One pie, many recipes: Alternative paths to high brand strength

Brand strength, defined as an evaluative or behavioural response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favourability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline

Recipes for brand loyalty in the car industry

FsQCA (fuzzy set qualitative comparative analysis) emphasizes the value of configurational logic to learn about factors that jointly support or prevent certain outcomes. We used this approach to learn about the likelihood of someone repurchasing the car brand they currently own. The analysis showed that

Stakeholder Theory

Change your perspective: Marketing should not focus on customers only Marketing has traditionally had a rather restrictive focus on customers. In the lead article of the July issue of Journal of the Academy of Marketing Science, Bas Hillebrand, Paul H. Driessen and Oliver Koll present a

Intended brand associations

Koll und von Wallpach focus on a specific facet of brand associations, brand association match (i.e., the degree of overlap between managerially intended and actual consumer brand associations) and its effect on brand response. Marketing research and brand management practice emphasize the importance of brand

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others. Brand Managers need to get access to and understand these complex multi-layered and multi-sensory brand meanings. Multi-Sensory Sculpting® is an

Destination discount

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands into a discount assortment will benefit both the manufacturers and the discounters: manufacturers and discounters attract more new customers with brands for which market penetration is still modest discounters gain more from

Low Brand Association Stability

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature lists and free associations) and (2) context. The nature of feature lists neglect the core idea of branding which calls for the creation of unique brand-specific associations in order to

Marketing Intelligence

What comes to your mind when you think of Marketing Intelligence? Many organizations and entrepreneurs report frustration, stress or even a waste of their time. That’s the reason why we investigated this topic in more detail by speaking to 20 top managers in large Austrian

VW brand takes a hit amongst owners

The Volkswagen affair has had its fair share of media exposure. Our study investigates how current VW drivers perceive the car brand they own and compares this to the perception of owners of competing brands. Download