Blar i Handelshøyskolen BI på tidsskrift "European Journal of Marketing"
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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 ... -
A brand hegemony rejection explanation for digital piracy
(Peer reviewed; Journal article, 2022)BHR is found useful in understanding pirating motivations, which vary greatly across time and across digital mediums. Piracy is often motivated by profit enhancing policies of big media copyright holders, which are deemed ... -
Broad vs. Narrow brand positioning: Effects on competitive brand performance
(Peer reviewed; Journal article, 2022)Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing ... -
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 ... -
Does Sponsorship Work in the Same Way in Different Sponsorship Contexts?
(Journal article; Peer reviewed, 2010)Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/Methodology/Approach The sponsorship model ... -
Negative and positive effects of social capital on co-located firms’ withholding efforts
(Journal article; Peer reviewed, 2013)Purpose – This study aims to demonstrate that the investments in social capital do not always pay off. Although an important function of social capital is its potential for influencing co-located companies' opportunistic ... -
Real men don’t share (online): perceived neediness and the frequent-posting femininity stereotype
(Peer reviewed; Journal article, 2023)Purpose Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain ... -
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 ... -
The relative performance of TV sponsorship versus television spot advertising
(Journal article; Peer reviewed, 2012)Purpose To compare the relative performance of TV sponsorships with the industry standard 30-second TV spot advertising on achieving common communication goals. Design/Methodology/Approach The two mediums are tested ...