Journal ArticleDOI
Using Advertising Alliances for New Product Introduction: Interactions between Product Complementarity and Promotional Strategies:
TLDR
In this article, the authors investigate the effectiveness of advertising alliances (in which two brands from different product categories are featured together in an advertisement) for introducing new product categories, and show that they can improve the performance of advertising.Abstract:
In this article, the authors investigate the effectiveness of advertising alliances (in which two brands from different product categories are featured together in an advertisement) for introducing...read more
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Achieving Marketing Objectives Through Social Sponsorships
TL;DR: In this paper, the authors adopt a more traditional branding perspective and show that the fit between a firm's specific associations and a sponsored cause can reinforce or blur the firm's positioning, influence liking for the sponsored cause, and bolster or undermine the firms' equity.
Journal ArticleDOI
Client Co-Production in Knowledge-Intensive Business Services:
TL;DR: In this paper, the authors describe clients' key role responsibilities that are essential for effective client co-production in KIBS partnerships and present strategies that service providers can use to manage clients so they perform their roles effectively.
Journal ArticleDOI
Does Animation Attract Online Users' Attention? The Effects of Flash on Information Search Performance and Perceptions
TL;DR: Examining flash animation's effects on online users' performance and perceptions in both task-relevant and task-irrelevant information search contexts suggests that processing information about an item depends not only on the attention it attracts per se, but also on the Attention that other items on the same screen attract.
Journal ArticleDOI
Mobilizing the Brand: The Effects of Mobile Services on Brand Relationships and Main Channel Use
TL;DR: In this paper, the effects of mobile channel additions on consumer-brand relationship dimensions are studied, and the authors suggest that a promising strategy for increasing consumption of the brand's main channel is facilitation of the consumers' direct relationship investment in the mobile services.
Journal ArticleDOI
The Diffusion of Market Orientation Throughout the Organization: A Social Learning Theory Perspective
TL;DR: In this article, the authors examine the diffusion of market orientation as a social learning process to acquire and transfer individual-level market orientation and identify the important work-group members or envoys.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI
Levels of processing: A framework for memory research
TL;DR: This paper reviewed the evidence for multistore theories of memory and pointed out some difficulties with the approach and proposed an alternative framework for human memory research in terms of depth or levels of processing.
Journal ArticleDOI
A spreading-activation theory of semantic processing
TL;DR: The present paper shows how the extended theory can account for results of several production experiments by Loftus, Juola and Atkinson's multiple-category experiment, Conrad's sentence-verification experiments, and several categorization experiments on the effect of semantic relatedness and typicality by Holyoak and Glass, Rips, Shoben, and Smith, and Rosch.
Journal ArticleDOI
Measuring the Involvement Construct
TL;DR: The Personal In-volvement Inventory was developed over four data sets of 268 undergraduate psychology students, two data set of 49 MBA students, and two data sets with 57 clerical and administrative staff members as mentioned in this paper.
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