Marketing Intelligence & Planning: Volume 29 Issue 4

Understanding brand identity confusion

R.K. Srivastava

The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will…

Brand names and global positioning

Ashok Ranchhod, Călin Gurău, Ebi Marandi

There is little in the literature on branding that considers how a brand name may affect a brand and its global positioning. Similarly, there is little research on brand…

Cross‐cultural challenges in product placement

Taejun (David) Lee, Yongjun Sung, Federico de Gregorio

The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and…

Branding and product evaluation across Chinese regions

Charles Tam, Greg Elliott

This paper aims to explore two fundamental aspects of branding in emerging markets. First, are there significant differences in product evaluation behaviour between regions within…

Brand equity in higher education

Maha Mourad, Christine Ennew, Wael Kortam

The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of…

Segmenting the online consumer market

Muhammad Aljukhadar, Sylvain Senecal

The internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various…

The key role of opportunism in business relationships

Tore Mysen, Göran Svensson, Janice M. Payan

This study seeks to examine the key role of opportunism in business relationships relative to environment uncertainty (i.e. competitive intensity and market turbulence), bonding…