Zobrazeno 1 - 10
of 60
pro vyhledávání: '"Bendik M. Samuelsen"'
Publikováno v:
European Journal of Marketing, 2013, Vol. 47, Issue 8, pp. 1157-1176.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/03090561311324264
Publikováno v:
Psychology & Marketing. 35:818-829
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::929fee2eb38f1988c244101b8d8656d0
https://doi.org/10.1002/mar.21137
https://doi.org/10.1002/mar.21137
The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response to changes that either dampe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2c623f730213db7bbee8261386a47fa0
http://hdl.handle.net/11250/2609366
http://hdl.handle.net/11250/2609366
Publikováno v:
Journal of Consumer Research. 42:458-471
Prior literature has proposed two process explanations for the positive effect of source similarity (i.e., similarity between adviser and advice taker) on persuasion. One explanation is that similar others are perceived to have preferences that are c
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::86f9cf59f32d3378555f6b7c1086b77b
https://doi.org/10.1093/jcr/ucv032
https://doi.org/10.1093/jcr/ucv032
Publikováno v:
Psychology & Marketing. 31:1064-1073
Advertisers can choose among different ad claims when framing commercial messages about a new service offer. Two alternative ad claims are functional ad claims, focusing on product or service attributes and benefits, and experiential ad claims, focus
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8dc0c121171cb107315752f6df51eff1
https://doi.org/10.1002/mar.20753
https://doi.org/10.1002/mar.20753
Publikováno v:
Marketing Letters. 26:619-629
This paper tests the assumption that consumers’ perceptions of fit between brand alliance partners can serve different roles in attitude formation depending on the level of elaboration given to a persuasive message about a brand alliance. We experi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::fab6b8b0ef95696b34a9b63dc6b9f43c
https://doi.org/10.1007/s11002-014-9297-y
https://doi.org/10.1007/s11002-014-9297-y
Publikováno v:
European Journal of Marketing
Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::62599079e3ec47a35a223d6029e34830
http://dspace.lib.cranfield.ac.uk/handle/1826/12003
http://dspace.lib.cranfield.ac.uk/handle/1826/12003
Autor:
Bendik M. Samuelsen, Lars Erling Olsen
Publikováno v:
European Journal of Marketing. 46:177-191
PurposeBrand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative brand growth strategies: an extension strategy whereby a brand moves into
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::bed33601b48864eee7e37fa868bb501b
https://doi.org/10.1108/03090561211189293
https://doi.org/10.1108/03090561211189293
Publikováno v:
International Journal of Consumer Studies. 35:375-382
This paper introduces the Theory of Trying to complaining behaviour, and argues that complaining intentions can be explained by the model. Moreover, we model propensity to self-reference (SR) as a moderating variable, and suggest that the effects of
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a82705af1c29ad109bcfe28045fd185a
https://doi.org/10.1111/j.1470-6431.2010.00948.x
https://doi.org/10.1111/j.1470-6431.2010.00948.x
Autor:
Lars Erling Olsen, Bendik M. Samuelsen
Publikováno v:
Journal of Advertising. 39:65-78
Advertisers face several message options when they position a new brand in well-established categories. Functional benefit claims versus experiential claims represent two options. Functional claims...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::58a1962283f1a3eceee0a67136754742
https://doi.org/10.2753/joa0091-3367390205
https://doi.org/10.2753/joa0091-3367390205