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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Article
Publication date: 14 December 2018

Gerard J. Tellis

This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist?” How persistence of brand loyalty segments the market.

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Abstract

Purpose

This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist?” How persistence of brand loyalty segments the market.

Design/methodology/approach

This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist? How persistence of brand loyalty segments the market”.

Findings

In their article, Sheth and Koschmann present some fascinating insights on competition in mature markets and the concept of brand loyalty, offering three novel hypotheses. However, while the manner in which their findings are stated is novel, the fact that brand loyalty is strong is not new. This note outlines several comments upon the research, three caveats and five opportunities for future research in the area. While Sheth and Koschmann’s approach is novel, their results are not altogether new and their research needs to be related to prior findings on brand loyalty across the canon.

Originality/value

This response to Sheth and Koschmann’s paper provides a scholarly dialogue centered upon the premise of brand loyalty within the context of market competition.

Details

European Journal of Marketing, vol. 53 no. 1
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 1 January 2009

Barak Libai, Vijay Mahajan and Eitan Muller

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 1750-6123

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Book part
Publication date: 1 January 2006

Donald R. Lehmann

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1305-9

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Article
Publication date: 1 March 1997

Connie Rae Bateman, Neil C. Herndon and John P. Fraedrich

This paper represents a discussion of transfer pricing (TP). Key factors are identified and propositions developed from tax accounting and other perspectives. Stages of…

Abstract

This paper represents a discussion of transfer pricing (TP). Key factors are identified and propositions developed from tax accounting and other perspectives. Stages of the TP decision process are identified along with the critical factors directly affecting sales and a TP audit. Propositions are derived which show relationships among these variables and tax rates, competition, and TP methodologies. Finally, academic research implications are suggested.

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International Journal of Commerce and Management, vol. 7 no. 3/4
Type: Research Article
ISSN: 1056-9219

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Book part
Publication date: 3 August 2020

Bernard J. Jaworski and Robert S. Lurie

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The Organic Growth Playbook: Activate High-Yield Behaviors to Achieve Extraordinary Results – Every Time
Type: Book
ISBN: 978-1-83982-687-0

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Book part
Publication date: 10 November 2010

Matthew S. OHern and Aric Rindfleisch

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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