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of 16
pro vyhledávání: '"Lars Erling Olsen"'
Publikováno v:
European Journal of Marketing. 56:799-816
Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more
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
Publikováno v:
Journal of Business Research. 67:1589-1594
Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extens
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
Autor:
Adrian Peretz, Lars Erling Olsen
Publikováno v:
Rediscovering the Essentiality of Marketing ISBN: 9783319298764
One of the key goals for brand organizations is to make brands grow (Samuelsen and Olsen 2012)—and one of the most attractive ways of achieving brand growth is through brand extensions: extending an existing brand into a new product category (Kelle
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::9e8d56c46db4bb5f3fd2b4af1ea86dfa
https://doi.org/10.1007/978-3-319-29877-1_127
https://doi.org/10.1007/978-3-319-29877-1_127
Autor:
Even Johan Lanseng, Lars Erling Olsen
Publikováno v:
European Journal of Marketing. 46:1108-1126
PurposePrevious research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluat
Autor:
Lars Erling Olsen, Sander Svari
Publikováno v:
International Journal of Quality and Service Sciences. 4:270-282
PurposeCompanies often find that customers fail to complain directly to the company when they experience a negative service incident. One explanation for such behavior may be found in customers' emotions caused by the incident. The purpose of this pa
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
Autor:
Even Johan Lanseng, Lars Erling Olsen
Publikováno v:
Journal of Brand Management
This is the author’s final, accepted and refereed manuscript to the article. Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communi