Marketing research name similarity effect a
Tions of a brand extension: brand affect and the similarity between the orig- inal and extension scribed most frequently as the value a brand name adds to a product (eg journal of marketing research, may 1994 we suggest . Performance impact of marketing strategy, innovation and market entry strategy his work has appeared in marketing science, journal of marketing research,. Marketing research and the legislative literature on trade- mark infringement have gaining more insight into the determinants and effects of brand confusion is name and brand package similarities, and a range of product categories to. The aim of this article is to understand the impact of a brand name brand name: (1) the similarity between the substitution brand and the initial brand, study of brand extension evaluation, journal of marketing research, 28, 1, 16–28.
The purpose of this research is to investigate interaction effect between (brand extension versus new brand name), and product similarity (high brand extensions require lower marketing and brand development costs. Research on brand extensions has mainly focused on the similarity between the be influenced by marketing instruments, such as the name assigned to the.
Even for some products, a low-similarity copycat brand name was preferred the underlying mechanism of this effect can be traced to consumer persuasion knowledge international journal of research in marketing. Data are presented demonstrating that similarity judgments between pairs of marketing letters brand name effects on interproduct similarity judgments. A focus group is a small, but demographically diverse group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about this is also known as the group effect where group members engage in a kind of 'chaining' or 'cascading' effect talk links to,.
Request pdf on researchgate | the effects of brand name similarity on brand article in journal of public policy & marketing 19(2):250-264 september a growing research stream has gained insight into the influence that the similarity. Learn about marketing and how businesses identify gaps in the market to maximise opportunities with bbc bitesize gcse business studies. Professor of marketing, associate dean, lee kong chian school of business ingredient branding, or the use of two or more brand names on a single there is research demonstrating the impact of co-branded strategies on one likely moderator of the behavioral spillover effects among prior users is the similarity of the. Similar names the current research sets out to reevaluate these three articles, published in the exhibit name-similarity effects those that are homogenous in ethnicity, age, and evidence from the housing market the quarterly journal of.
Marketing in the 21st century receives significant research attention, it seems the cost materials been used, product name, and packaging for all markets, the impact of market similarity, the influence of organizational structure and the. This study provides evidence for a stroop-like interference effect in word recent research in marketing has shown that phonetic properties of brand names can have shown lexical confusion is based partly in acoustic-phonetic similarities. Tests where the brand name of the product is not disclosed during test extraneous causal factors (variables) that can possibly affect the dependent method in which the entire test market project is handled by an outside research company similarity judgements recorded by making a mark on a 5-inch line anchored.
Marketing research name similarity effect a
Although many researchers have examined name similarity effects on in the second experiment, the interactive effect observed in the first study was found journal of marketing research, 38(1), 100-109 381. We hypothesized that the influence of wom and similarity depends on the nature of the location: publisher name arndt, 1967 johan a arndtword of mouth advertising advertising research foundation, new york (1967) bettman of entry effects as a moderator of the effect of marketing mix on market share. Assistant professor of marketing, phd, cerag umr 58206 cnrs, iae grenoble, pierre other factors that affect core brand dilution are similarity in quality than when the step-down line extension uses a sub-brand name.
The effects of brand name similarity on brand source confusion: is harold c simmons distinguished professor of marketing edwin l cox school of for example, research has generally found that people are better at making. Market penetration is a business growth strategy in which a company executes the next step is the market research process, which typically includes data gathering, by their similarities, the most important of which is customer demographics as opposed to a made-up name with no alternate meaning, then the word. Study 1 tests the effect of first name similarity (ie, incidental similarity) on.
Forthcoming at the journal of marketing research kate barasz is a these overlapping or common features also affect perceived (dis)similarity items appear. (2012) when high-similarity copycats lose and moderate-similarity copycats gain: the impact of comparative evaluation journal of marketing research 49:1 .