Consumer Evaluation of Branding Strategies for Global Vs Local Brands
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Consumer Evaluation of Branding Strategies for Global Vs Local Brands (2015)
DE PB NW RP
ISBN: 9783659693366 bzw. 3659693367, in Deutsch, LAP Lambert Academic Publishing Jul 2015, Taschenbuch, neu, Nachdruck.
Von Händler/Antiquariat, AHA-BUCH GmbH [51283250], Einbeck, Germany.
This item is printed on demand - Print on Demand Titel. Neuware - While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. 108 pp. Englisch.
This item is printed on demand - Print on Demand Titel. Neuware - While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. 108 pp. Englisch.
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Consumer Evaluation of Branding Strategies for Global Vs Local Brands (2015)
~EN PB NW
ISBN: 9783659693366 bzw. 3659693367, vermutlich in Englisch, LAP LAMBERT Academic Publishing, Taschenbuch, neu.
Lieferung aus: Österreich, zzgl. Versandkosten.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product´s level of similarity to original one and new product´s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. 23.07.2015, Taschenbuch.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product´s level of similarity to original one and new product´s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. 23.07.2015, Taschenbuch.
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Consumer Evaluation of Branding Strategies for Global Vs Local Brands (2015)
~EN PB NW
ISBN: 9783659693366 bzw. 3659693367, vermutlich in Englisch, LAP LAMBERT Academic Publishing, Taschenbuch, neu.
Lieferung aus: Schweiz, Versandfertig innert 4 - 7 Werktagen.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands, While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product´s level of similarity to original one and new product´s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. Taschenbuch, 23.07.2015.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands, While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product´s level of similarity to original one and new product´s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. Taschenbuch, 23.07.2015.
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Consumer Evaluation of Branding Strategies for Global Vs Local Brands
DE NW
ISBN: 9783659693366 bzw. 3659693367, in Deutsch, neu.
Lieferung aus: Deutschland, zzgl. Versandkosten.
While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product.
While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product.
5
Consumer Evaluation of Branding Strategies for Global Vs Local Brands
~EN NW AB
ISBN: 9783659693366 bzw. 3659693367, vermutlich in Englisch, neu, Hörbuch.
Lieferung aus: Deutschland, Lieferzeit: 5 Tage.
While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product.
While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product's level of similarity to original one and new product's concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product.
6
Consumer Evaluation of Branding Strategies for Global Vs Local Brands
~EN PB NW
ISBN: 9783659693366 bzw. 3659693367, vermutlich in Englisch, LAP Lambert Academic Publishing, Taschenbuch, neu.
Lieferung aus: Deutschland, Versandkostenfrei.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands: While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product`s level of similarity to original one and new product`s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. Englisch, Taschenbuch.
Consumer Evaluation of Branding Strategies for Global Vs Local Brands: While introducing a new product to the market, companies invariably evaluate two possible options. They either go for a brand extension which involves the use of an extended brand name, or alternatively opt for altogether a new brand name. Perceived brand globalness affects this decision regarding choice of new brand name versus extended brand name. The book discusses about the impact of brand globalness (global versus local) and branding strategy (new brand name versus extended brand name) on consumer attitude and purchase intention for new products. Then the moderating role of product similarity and concept consistency on the interaction effect was investigated. The book presents the research work using three essays. The research was conducted for both functional and prestige products to present a more generalized finding. The book suggests that firms need to consider perceived brand globalness, product category, new product`s level of similarity to original one and new product`s concept consistency level before deciding their branding strategy.The research output can aid corporate in deciding the right branding strategy while introducing a new product. Englisch, Taschenbuch.
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Symbolbild
Consumer Evaluation of Branding Strategies for Global Vs Local Brands
EN NW
ISBN: 9783659693366 bzw. 3659693367, in Englisch, OmniScriptum GmbH & Co. KG, OmniScriptum GmbH & Co. KG, OmniScriptum GmbH & Co. KG, neu.
Lieferung aus: Vereinigte Staaten von Amerika, zzgl. Versandkosten, Free Shipping on eligible orders over $25, in-stock.
Punyatoya Plavini, Paperback, English-language edition, Pub by OmniScriptum GmbH & Co. KG.
Punyatoya Plavini, Paperback, English-language edition, Pub by OmniScriptum GmbH & Co. KG.
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