Consumer response to brand renaming as part of an international standardisation strategy

Author： Ringeisen Petra   Hünerberg Reinhard  

Publisher： Inderscience Publishers

ISSN： 1753-3627

Source： International Journal of Business and Globalisation, Vol.10, Iss.4, 2013-06, pp. : 456-469

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

The effects of brand associations on consumer response

By Río A Belén del   Vázquez Rodolfo   Iglesias Víctor  

Journal of Consumer Marketing, Vol. 18, Iss. 5, 2001-08 ,pp. : 410-425

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy

By Wang Yong Jian   Hernandez Monica D.   Minor Michael S.   Wei Jie  

European Journal of Marketing, Vol. 46, Iss. 5, 2012-05 ,pp. : 712-732

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Predicting retail brand extension strategy success: A consumer based model

By Mitchell Vince   Chaudhury Amita  

Journal of Customer Behaviour, Vol. 13, Iss. 2, 2014-0 ,pp. : 93-111

Westburn Publishers Ltd

Access to resources Recommend Favorite

Consumer durables: differentiation strategy and consumer response in relation to real and apparent risk

By Wood D.  

European Journal of Marketing, Vol. 6, Iss. 4, 1993-12 ,pp. : 249-256

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

International advertising strategy: the standardisation question in manager studies: Patterns in four decades of past research and directions for future knowledge advancement

By Fastoso Fernando   Whitelock Jeryl  

International Marketing Review, Vol. 24, Iss. 5, 2007-09 ,pp. : 591-605

Emerald Group Publishing Ltd

Access to resources Recommend Favorite