Blar i Publikasjoner fra CRIStin - BI på tidsskrift "European Journal of Marketing"
Viser treff 1-4 av 4
-
Brand extension similarity can backfire when you look for something specific
(Journal article; Peer reviewed, 2017)Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This ... -
Counterfeit brand logos: On the importance of first and last letters of a brand name
(Journal article; Peer reviewed, 2019)Purpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which ... -
The effect of customer information during new product development on profits from goods and services
(Journal article; Peer reviewed, 2014)Purpose – This study aims to investigate how customer information obtained at different phases of a new product development (NPD) process influences profits from new offerings. Design/methodology/approach – ... -
The influence of place on health-care customer creativity
(Journal article; Peer reviewed, 2019)Purpose When using a service, customers often develop their own solutions by integrating resources to solve problems and co-create value. Drawing on innovation and creativity literature, this paper aims to investigate the ...