Zobrazeno 1 - 10
of 24
pro vyhledávání: '"Michael S. Mccarthy"'
Autor:
Michael S. McCarthy, Gillian Oakenfull
Publikováno v:
Journal of Advertising Research. 54:163-177
This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands--each having a relati
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::6fcc7ecd90ccf0cef6905c443d142a27
https://doi.org/10.2501/jar-54-2-163-177
https://doi.org/10.2501/jar-54-2-163-177
Publikováno v:
GfK Marketing Intelligence Review. 5:31-37
"Managers often extend brands to different quality levels. Adding lower priced variants is a particularly popular option for fighting the growing number of retailer brands. Such a move may increase sales, but it also risks diluting brand image. This
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f3e18fcbdd2bf7e714ae0a48c4da14bc
https://doi.org/10.2478/gfkmir-2014-0024
https://doi.org/10.2478/gfkmir-2014-0024
Autor:
Eugene H. Fram, Michael S. McCarthy
Publikováno v:
International Journal of Bank Marketing. 29:555-562
Purpose – This paper aims to provide an insight into the actions required by trust officers to improve customer satisfaction during a time of difficult economic and regulatory conditions.Design/methodology/approach – A total of 96 bank trust offi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::1b747a8338bb69957c11a41c2e446a2d
https://doi.org/10.1108/02652321111177821
https://doi.org/10.1108/02652321111177821
Publikováno v:
Journal of Marketing
Journal of Marketing, American Marketing Association, 2011, 75 (4), pp.3-20. ⟨10.1509/jmkg.75.4.3⟩
Journal of Marketing, American Marketing Association, 2011, 75 (4), pp.3-20. ⟨10.1509/jmkg.75.4.3⟩
International audience; Managers often extend brands to different quality levels (e.g., Charmin's lower-quality Charmin Basic), which may increase sales but risks diluting brand image. This study examines such line extensions by testing middle-qualit
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::c8a5e133af8412342fee3473ad47af65
https://doi.org/10.1509/jmkg.75.4.3
https://doi.org/10.1509/jmkg.75.4.3
Autor:
Hannah Copeland, Michael S. McCarthy, Romana Coelho-Anderson, Jack G. Copeland, Nicole Mineburg
Publikováno v:
The Journal of Thoracic and Cardiovascular Surgery. 141(3):822-827
Objective Our hypothesis is that cardiac retransplantation is a viable option for selected recipients. Furthermore, in some patients multiple retransplantations are reasonable. Methods We studied 23 patients who had all received an elective second, t
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::cdbfc5c3a4795a410dd22cdee038825d
Autor:
Michael S. McCarthy, Gillian Oakenfull
Publikováno v:
Journal of Brand Management. 17:279-288
Although the notion that brand knowledge is organised into networks of brand associations is well accepted in the branding literature, the question of how brand knowledge structures may differ based on brand usage has not been considered empirically.
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::086935ceb05dcfa195b178edef2b783a
https://doi.org/10.1057/bm.2009.20
https://doi.org/10.1057/bm.2009.20
Publikováno v:
Journal of Advertising Research. 48:191-198
Although marketers generally consider homosexuals to be a desirable market segment, they are not targeted using mainstream media because it is expected that heterosexuals will react negatively to homosexual advertising messages. However, this study f
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::46e98a90ad7d9ec976c46850b0eab711
https://doi.org/10.2501/s0021849908080239
https://doi.org/10.2501/s0021849908080239
Publikováno v:
Psychology and Marketing. 19:663-691
Advertisers are constantly seeking ways to increase the persuasive power of their ads. To that end, advertisers are encouraged to match their advertising's executional elements (e.g., spokespersons, visuals, etc.) with their consumer's motivation, op
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a33aa1059ba367787a06c434a8828acd
https://doi.org/10.1002/mar.10030
https://doi.org/10.1002/mar.10030
Publikováno v:
Marketing Letters. 12:75-90
The current study compares better-fitting and worse-fitting new brand names and brand extensions on brand attitudes and choice shares across situations that differ in terms of the amount of product information available and consumer knowledge of the
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::25834a5640dc61418532d41657b4ccca
https://doi.org/10.1023/a:1008128305630
https://doi.org/10.1023/a:1008128305630
Autor:
Michael S. McCarthy, Eugene H. Fram
Publikováno v:
Journal of Services Marketing. 14:479-501
As organizations are striving to increase customer loyalty through relationship marketing programs, more firms are implementing customer penalty policies that impose fees or charges (e.g. airline reticketing fees) on customers that fail to comply wit
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::85fbc487910094e5fdb4605b2208b05b
https://doi.org/10.1108/08876040010347606
https://doi.org/10.1108/08876040010347606