Brand parody: a communication strategy to attack a competitor

ISSN： 0736-3761

Source： Journal of Consumer Marketing, Vol.28, Iss.1, 2011-01, pp. : 19-26

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Brand parody products: is the harm worth the howl?

By Petty Ross D.

Journal of Consumer Marketing, Vol. 26, Iss. 2, 2009-03 ,pp. : 64-65

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Can good news be bad? The role of brand communication strategy and brand commitment in the announcement of product improvements

By Guèvremont Amélie Grohmann Bianca

Journal of Marketing Communications, Vol. 20, Iss. 5, 2014-09 ,pp. : 352-365

Routledge Ltd

Access to resources Recommend Favorite

Assessing the impact of a very successful price promotion on brand, category and competitor sales

By Dawes John

Journal of Product and Brand Management, Vol. 13, Iss. 5, 2004-05 ,pp. : 303-314

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Brand Orientation - A Strategy for Survival

By Urde Mats

Journal of Consumer Marketing, Vol. 11, Iss. 3, 1994-03 ,pp. : 18-32

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Forecast competitor service strategy with service taxonomy and CI data

By Liu Chun-Hsien Wang Chu-Ching

European Journal of Marketing, Vol. 42, Iss. 7-8, 2008-07 ,pp. : 746-765

Emerald Group Publishing Ltd

Access to resources Recommend Favorite