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1
Radder, Laetitia, and Wei Huang. "High‐involvement and low‐involvement products." Journal of Fashion Marketing and Management: An International Journal 12, no. 2 (May 9, 2008): 232–43. http://dx.doi.org/10.1108/13612020810874908.
Повний текст джерелаАнотація:
PurposeKnowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university.Design/methodology/approachA self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee.FindingsThe results indicated a higher awareness of high‐involvement product brands than of low‐involvement product brands. Advertising played an important role in the awareness of sportswear clothing brands, but seemed unimportant in the case of coffee. The brand name was important for coffee, while the name and the logo played a role in students' awareness of sportswear brands.Research limitations/implicationsThis study was limited to students of the Nelson Mandela Metropolitan University (NMMU) in Port Elizabeth, South Africa and to sportswear clothing and coffee product categories. Future studies could comprise larger samples, different contexts and other product or service categories.Practical implicationsThe findings suggest that marketers employ different strategies to create and increase brand awareness for high‐ and low‐involvement products.Originality/valuePrevious research found that brand awareness played an important role in low‐involvement products; however, little is known about brand awareness differences between high‐ and low‐involvement products, particularly with respect to the brand awareness of South African students.
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Xie, Tao, Jianguo Du, Kofi Baah Boamah, Lingyan Xu, and Mingyue Ma. "The Internal and External Factors of Environmental Destructive Behavior in the Supply Chain: New Evidence from the Perspective of Brand-Name Products." Sustainability 15, no. 5 (March 4, 2023): 4605. http://dx.doi.org/10.3390/su15054605.
Повний текст джерелаАнотація:
Frequent environmental incidents in the supply chains of brand-name products have dire consequences on the ecological environment and in terms of social development. There have been few considerations of supply chains and enterprise characteristics included in previous research. This paper focuses on the supply chains of brand-name products, and systematically identifies principal factors that influence environmentally destructive behaviors in the supply chain of brand-name products from internal and external viewpoints of the supply chain. Considering the characteristics of the polluting industries, 416 valid questionnaires were obtained by investigating the supply chain of brand-name products in chemical, mechanical, food, and agricultural products, the light industry, and other industries. The results show that: (1) environmentally destructive behavior is differently exhibited in different industries among the investigated supply chains of brand-name products; (2) the enterprises’ attitudes, policies, and investments in pro-environment approaches play a fundamental role in the environmental management of the brand-name products supply chain; (3) environmental legislation and public supervision have significant effects on the environmental management of the brand-name products supply chain; (4) only when environmental regulation is combined with environmental legislation and public supervision is a restriction of environmentally destructive behavior in the supply chain of brand-name products triggered. Thus, we suggest that the attribution and sharing mechanisms of environmental responsibility in the supply chain of brand-name products should be established; a “push-pull-anchor” mechanism and coordinated co-governance supervision system for environmentally destructive behavior in the supply chain of brand-name products should be built.
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Heiman, Amir, and Eliezer E. Goldschmidt. "Testing the Potential Benefits of Brands in Horticultural Products: The Case of Oranges." HortTechnology 14, no. 1 (January 2004): 136–40. http://dx.doi.org/10.21273/horttech.14.1.0136.
Повний текст джерелаАнотація:
The share of brand-name fruit and vegetables is much lower than that for general foods or processed industrial foods. The paper analyzes consumers' choice between generic and brand-name products and shows that consumers' preferences for horticultural brands increase with their appreciation of quality and with a low quality of the generic products, and that brand preferences are affected by socio-economic variables. The theoretical findings are supported by an orange (Citrus sinensis) consumer survey held in the UK and Israel. We found that in both countries consumers assign a relatively low value to orange brands. Consumers who are willing to pay for better quality are those who perceive brands as more important.
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Negishi, Kanako. "Exploring Brand Naming Tendency of Rice in Japan." International Journal of Innovation and Economic Development 8, no. 6 (February 2023): 41–49. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.86.2004.
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In Japan, the declining birth rate, aging population, and shrinking domestic market pose challenges for local economies, especially the agricultural economy. Therefore, branding is essential for agricultural and industrial products to remain sustainable in local areas. This study focuses on the brand name, an element that forms a brand. As previous studies have not sufficiently examined the brand names of Japanese agricultural products, this study examines Japanese staple food, rice. Three hundred and fourteen brand names were surveyed to determine whether they are suggestive or nonsuggestive and contain words describing the properties of rice or related to production. The study analyzed the names through unique Japanese letters, such as Hiragana, Katakana, Kanji, and English. The results found that most Japanese rice brand names are nonsuggestive, and 141 brands are named in combinations of letters that do not follow conventional rules. Furthermore, as the domestic market situation necessitates devising export methods, more unique names and marketing promotions are required. If rice is shipped to the overseas market using a nonsuggestive name, as in Japan, it would be difficult as Japanese words may not convey the product’s image. Local consumers require words that are easily understood while retaining the Japanese notation and packaging. This study contributes to the field of brand naming, particularly for Japanese agricultural products.
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Stoughton, Richard B. "The Same Glucocorticoid in Brand-Name Products." Archives of Dermatology 125, no. 11 (November 1, 1989): 1509. http://dx.doi.org/10.1001/archderm.1989.01670230051007.
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Okafor, Aloy, and Olusoji George. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry." International Journal of Marketing Studies 8, no. 2 (March 28, 2016): 84. http://dx.doi.org/10.5539/ijms.v8n2p84.
Повний текст джерелаАнотація:
<p>Product Branding is the process of inculcating unique values to a product in order to differentiate it from competing products. Components that differentiate products include: Name, Logo, Intellect, Culture and Values. This paper examines some western theorised Product Branding components and presents the understanding of these components from a Nigerian perspective. Social theory was used for the review of literature on Product Branding components, and in exploring the components’ systemic relationships that promised values to stakeholders. Content Analysis was employed in examining the theories of Branding and the extent to which it could be applied in the Nigerian Milk industry. This study reveals that a brand’s success largely depends on the extent of artistic selection of Product Branding components and the extent to which those components’ interaction produces values for stakeholders. The study concludes that Brand Name, Brand Logo, Brand Intellect, and Brand Culture are components that exude values to milk brands in Nigeria.</p>
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Liloca, Mendeca, and Simone Stewart. "Service Products and Brand Determination Strategy." Journal Dimensie Management and Public Sector 1, no. 1 (November 19, 2020): 11–16. http://dx.doi.org/10.48173/jdmps.v1i1.20.
Повний текст джерелаАнотація:
This study purpose to understand the service products and brand determination sttrategy. This study discusses products and services, classification of products and services, brand determination strategy and marketing services. Choosing a brand name involves finding the best brand name based on a careful review of the benefits of the product, the target market, and the proposed marketing strategy. service marketing that need to be known in service marketing, namely: Intangibillty (intangible), Inseparability (cannot be separated), Variabillity/heterogeneity (changeable), Perishabbility (not durable).
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Feng, Wenting, Tao Wang, and Guo Rui. "Influence of number magnitude in luxury brand names on consumer preference." Social Behavior and Personality: an international journal 47, no. 5 (May 7, 2019): 1–9. http://dx.doi.org/10.2224/sbp.7486.
Повний текст джерелаАнотація:
In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.
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Kurniawati, Emaya, Sri Yuni Widowati, and Aprih Santoso. "SOSIALISASI PEMBUATAN MEREK PRODUK UKM DI KELURAHAN PEDURUNGAN SEMARANG." Jurnal Pengabdian Kepada Masyarakat 8, no. 1 (July 10, 2021): 8–12. http://dx.doi.org/10.33795/jabdimas.v8i1.110.
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The Community Service Program that we will carry out is located at RT 14 RW 09 Pedurungan Tengah Village with the target audience of UKM in the RT! 4 RW 09 area. Pedurungan Tengah Village, Semarang. These SMEs produce food products whose sales are increasing day by day and have a wider range of consumers. Products that have been sold in the market and are well known do not yet have a name or brand, SMEs do not understand the importance of a brand for a product. They only care about the important product sold. In this Community Service activity to introduce more about the importance of a brand for a product, socialization and an explanation of the importance of the name or product brand are given to differentiate it from other similar products.From the results of this dedication, it is hoped that participants will be able to understand the importance of brands for products that have been produced and make them start thinking about or designing names or brands for their products.
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Lee, Sangwon. "When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin." International Journal of Emerging Markets 15, no. 2 (August 6, 2019): 387–402. http://dx.doi.org/10.1108/ijoem-10-2018-0543.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to examine how developing country brand name and brand origin affect the customer’s evaluation of the brand in radically new high-tech products. Using processing fluency as a theoretical underpinning, this study can answer the following questions: first, does foreign brand name (developed vs developing Asian brand name) affect the customer’s attitude toward the brand? Second, does the brand origin (developed vs developing country) moderate the effect of foreign brand name on attitude toward the brand? Third, does the individual difference (knowledge and technological sophistication) matter in determining the brand origin and fit effect on willingness to buy? Design/methodology/approach A 2×2 between subject experiment was conducted in which two factors were manipulated: foreign brand name (developed: Japan vs developing: China) and brand origin (developed: Japan vs developing: China). Findings The fit between brand origin and brand name leads to better evaluation of the brand than no fit. On the other hand, for developing country brand origin (e.g. China), the brand naming effect is mitigated by enhanced processing fluency caused by fit, which leads to better evaluation of developing country brand. Fit effect is more pronounced for more knowledgeable consumers. Technologically more sophisticated consumers are more willing to buy the developing country brand origin than technologically less sophisticated consumers due to the processing fluency effect. Originality/value This paper introduces the two dimensions of foreign brand name (developed vs developing) and examines the interaction with the brand origin. This research fills the gap of under-researched area in brand naming literature, which is the effect of developing country brand naming on attitude toward the brand of radically new high-tech products. This research extends the previous literature by applying linguistic mechanism, processing fluency to examine the Asian brand naming including emerging market. This research makes an important theoretical contribution by identifying an underlying individual-level construct, “knowledge” and “technological sophistication,” which explains and influences the effects of brand name and brand origin on willingness to buy the brand.
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Chulakova, Ziyada, and Evgeniya Zhuravleva. "PRINCIPLES AND METHODS OF BRAND NAME FORMATION (ON THE EXAMPLE OF THE NAMES OF KAZAKH BRANDS OF ALCOHOLIC BEVERAGES)." Bulletin of the Eurasian Humanities Institute, Philology Series, no. 4 (December 15, 2022): 81–89. http://dx.doi.org/10.55808/1999-4214.2022-4.08.
Повний текст джерелаАнотація:
The article deals with the issue of the principles and methods of brand name formation on the example of the names of Kazakh brands of alcoholic beverages. The material of the study was the names of the products of the largest Kazakhstani producers and distributors of alcoholic beverages. In the course of the study, the main principles of brand name formation were identified: anthropological, attributive, locative, the dominant of which is the anthropological principle, i.e. nomination in relation to the person. The analysis of the lexical material made it possible to establish the following ways of brand name formation: lexical-semantic, lexical-syntactic, word-building, borrowings, precedent phenomena. The results of the study can be used by specialists in the field of branding, as well as students of philological faculties of universities who are interested in branding and naming.
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Vos, Maren, and Jos Bartels. "Putting Words into Action: Marketing Organic Products with Existing Brand Associations." International Journal of Marketing Studies 10, no. 2 (May 9, 2018): 1. http://dx.doi.org/10.5539/ijms.v10n2p1.
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As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers’ existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands’ corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers’ perceptions of brand equity, consumers’ trust in the brands and consumers’ purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers’ purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.
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Leclerc, France, Bernd H. Schmitt, and Laurette Dubé. "Foreign Branding and Its Effects on Product Perceptions and Attitudes." Journal of Marketing Research 31, no. 2 (May 1994): 263–70. http://dx.doi.org/10.1177/002224379403100209.
Повний текст джерелаАнотація:
With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.
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Fiscella, Richard G., Bruce I. Gaynes, and Mike Jensen. "Equivalence of generic and brand-name ophthalmic products." American Journal of Health-System Pharmacy 58, no. 7 (April 1, 2001): 616–17. http://dx.doi.org/10.1093/ajhp/58.7.616.
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Traynor, Kate. "Labeling may differ between generic, brand-name products." American Journal of Health-System Pharmacy 59, no. 10 (May 15, 2002): 912. http://dx.doi.org/10.1093/ajhp/59.10.912.
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Wu, Fang, Qi Sun, Rajdeep Grewal, and Shanjun Li. "Brand Name Types and Consumer Demand: Evidence from China’s Automobile Market." Journal of Marketing Research 56, no. 1 (December 21, 2018): 158–75. http://dx.doi.org/10.1177/0022243718820571.
Повний текст джерелаАнотація:
Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English) because the former languages feature looser correspondence between sound and meaning. With these two dimensions of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages: alphanumeric, phonetic, phonosemantic, or semantic. Using automobile sales data from China and a discrete choice model for differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred vehicle models with semantic brand names (7.64% more sales than alphanumeric) but exhibited the least preference for phonosemantic names (4.92% lower sales than alphanumeric). Domestic Chinese firms benefited from semantic brand names, whereas foreign firms gained from using foreign-sounding brand names. Entry-level products performed better with semantic brand names, and high-end products excelled when they had foreign-sounding brand names. Thus, the four-way categorization of brand name types should help multinational firms and domestic Chinese firms understand and leverage the association between brand name types and consumer demand.
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Mohamed Shoffian, Noor Syafika Binti, Nur Syafinaz Binti Mohamed Salim, Nurul Izzati Binti Razali, Putera Zariq Iskandar Bin Muhamadi Saifu, Siti Aishah Binti Abu Bakar, Siti Nur Afiera Binti Rossedi, Wahyu Irmayani Binti Suwirman, Vimala Davy G. Ramiah, Sio Ching Hee, and Isai Amutan Krishnan. "Influence of Branding Loyalty on Consumer Sportswear: A Case Study on Adidas." Malaysian Journal of Social Sciences and Humanities (MJSSH) 6, no. 11 (November 10, 2021): 454–63. http://dx.doi.org/10.47405/mjssh.v6i11.1151.
Повний текст джерелаАнотація:
Brand loyalty creates long term relationship between customer and brand. As a sportswear brand, to adopt a general customer loyalty to a brand, quality of the product and price are the crucial factors. The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear products. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and attach them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs. Questionnaires were distributed to 148 respondents. The research results have shown that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, style, promotion, service quality and store environment) with certain sportswear brands. Others study on more focused factors that are appropriate to the Malaysian environment is recommended in order to obtain accurate information.
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Ojeda Mantilla, Héctor, Iván Montoya Restrepo, and Luz Alexandra Montoya Restrepo. "Future scenarios for the brand name phytosanitary agrochemical industry in the floriculture of Bogotá." Revista Facultad Nacional de Agronomía Medellín 68, no. 2 (July 1, 2015): 7743–53. http://dx.doi.org/10.15446/rfnam.v68n2.50995.
Повний текст джерелаАнотація:
Using the description of the importance of the floriculture sector and contrasting the identification of the behavior of brand name and generic products in the flower sector, future scenarios were identified for the creation of strategies of market permanence and positioning for brand name agrochemical products. In this case, representatives with broad experience in the floriculture sector of La Sabana de Bogota D.C. were selected, with whom the state of and possible projections for agrochemical products for the sector were evaluated with a prospective methodology. As a result, strategies were generated for achieving market permanence and positioning for brand name agrochemical products.
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Li, Jin, Yingtong Meng, and Mengmeng Wang. "A Comparative Study of Chinese and International Famous Brands -- Taking Tiffany&Co. and Chow Tai Seng as Examples." SHS Web of Conferences 163 (2023): 03033. http://dx.doi.org/10.1051/shsconf/202316303033.
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According to the definition of brand by the American Marketing Association: “A brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers, and distinguish them from the products or services of competitors.” Brand comparison is to analyze the similarities and differences of brands respectively, so as to draw a conclusion that is conducive to the development of the jewelry industry. There are only a handful of Chinese corporate brands among the top 100 corporate brands worldwide. Regarding the luxury jewelry sector, a significant disparity still exists between Chinese and international brands. In this article, an international brand, Tiffany & Co., and a Chinese brand, Chow Tai Seng, will be compared and analyzed using the three dimensions of corporate culture, brand value, and inspiration in order to identify the characteristics of Chinese and foreign jewelry brands.
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John, Deborah Roedder, Barbara Loken, and Christopher Joiner. "The Negative Impact of Extensions: Can Flagship Products be Diluted?" Journal of Marketing 62, no. 1 (January 1998): 19–32. http://dx.doi.org/10.1177/002224299806200103.
Повний текст джерелаАнотація:
This article extends the scope of investigations into the potential risks of brand and line extension strategies. Here, the authors examine whether extensions can dilute beliefs associated with a strategically important and highly visible product—the flagship product. The results of three experimental investigations indicate that beliefs about flagship products are less vulnerable to dilution than beliefs about the parent brand name in general. The findings suggest that assessments of the impact of brand leveraging strategies should include analysis of the effects on individual products as well as on the family brand name.
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Gupta, Arjun, Emmanuel S. Antonarakis, Anne Hudson Blaes, Christopher M. Booth, and Stacie B. Dusetzina. "Medicare coverage and cost-sharing for abiraterone following generic entry." Journal of Clinical Oncology 40, no. 28_suppl (October 1, 2022): 13. http://dx.doi.org/10.1200/jco.2022.40.28_suppl.013.
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13 Background: Generic competition lowers drug prices, but may not reduce out-of-pocket costs for patients. Abiraterone, first approved by the United States Food and Drug Administration in 2011, has two commonly used dosage units (250mg and 500mg) with multiple generic market entrants over the last 5 years. This makes it ideal to evaluate the association between generic competition and changes in product coverage and cost-sharing. Methods: We studied 4 abiraterone products (tablets): generic 250mg, generic 500mg, brand-name 250mg, and brand-name 500mg. We used the FDA’s Orange Book to identify market entry of generic products until May 2022. We used Part D formulary data from 2018 to 2022 to identify changes in product coverage and expected annual out-of-pocket costs for the average Part D beneficiary (daily dose of 1000mg). We also calculated “best-case” cost-sharing in 2022, using the Part D Plan Finder. Results: During 2018-2022, 12 generic 250mg and 4 generic 500mg abiraterone formulations came to market. The first 250mg generic came to market in October 2018, and 10 of the 12 formulations came to market by 2019. The first 500mg generic formulation came to market in December 2020. The proportion of Part D plans that covered generic products increased from 0% in 2018, to 100% for 250mg and 79% for 500mg in 2022. Expected annual out-of-pocket costs for a Part D beneficiary ranged from $7,491 to $10,148 across products and years. In 2022, the average out-of-pocket costs for generic 500mg tablets was $10,148, greater than that for brand-name 500mg tablets, which was $9,298. The same was true when using the Part D plan finder (generic, $11,093, brand-name, $9,476). For the 250mg product, however, out-of-pocket costs were much higher for the brand-name versus generic product (> $150,000 versus $1,139). Conclusions: During 2018-2022, market entry of generic abiraterone products led to their preferential coverage over brand-name products on Part D formularies, but this was associated with only modest savings for beneficiaries. In fact, in 2022 for the 500mg product, average out-of-pocket costs were higher for generic, versus brand-name products. For the 250mg generic product, a patient able to price-shop could pay approximately $1,100, 1/7th of what the average beneficiary spent. These data indicate that Part D beneficiaries do not immediately benefit from price reductions associated with generic entry of specialty drugs. Part D beneficiaries’ out-of-pocket costs with generics can be higher despite lower list prices (vs. brand-name). Proposals to redesign Part D correct this fundamental flaw that makes high-cost generic drugs more expensive to patients than brands. Affordable medications should be available to all patients, not just the most resourced and able to price-shop. Limitations include that formulary files capture data from the prior 3 months, and expected out-of-pocket costs are averaged across beneficiaries and plans.
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Ulgado, Francis M., and Moonkyu Lee. "Consumer Evaluations of Bi-National Products in the Global Market." Journal of International Marketing 1, no. 3 (September 1993): 5–22. http://dx.doi.org/10.1177/1069031x9300100302.
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The global market today is characterized by the proliferation of binational products, or products that are branded in one country while actually manufactured in another. This paper investigates how consumers evaluate the quality of such products under two different situations. In Study 1, where brand name and country-of-manufacture were the only pieces of information given about a product, it was found that consumers used both pieces of information in evaluating the product. In Study 2, however, where specific attribute product information was available as well as brand name and country-of-manufacture, it was revealed that consumers relied heavily on the brand name information. The implications of the results for marketing, manufacturing, and sourcing strategies are discussed.
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Gao, Weihe, Li Ji, Yong Liu, and Qi Sun. "Branding Cultural Products in International Markets: A Study of Hollywood Movies in China." Journal of Marketing 84, no. 3 (March 27, 2020): 86–105. http://dx.doi.org/10.1177/0022242920912704.
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Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and informativeness, which focuses on how the translated brand name reveals product content, to study the impact of brand name translations. The authors analyze Hollywood movies shown in China from 2011 to 2018. The results show that higher similarity leads to higher Chinese box office revenue, and this effect is stronger for movies that perform better in the home market (i.e., the United States). When the translated title is more informative about the movie, the Chinese box office revenue increases. The informativeness effect is stronger for Hollywood movies with greater cultural gap in the Chinese market. Moreover, both similarity and informativeness effects are strongest when the movie is released and reduce over time. This research provides valuable guidance to companies, managers, and policy makers in cultural product industries as well as those in international marketing.
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Smith, Karen. "By any other name." Languages in Contrast 6, no. 1 (June 23, 2006): 47–70. http://dx.doi.org/10.1075/lic.6.1.03smi.
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The brand name is one of the most important devices for marketing a product. Western companies spend vast sums of money devising brand names that convey the positive characteristics of products marketed on the strength of their image. Many of the brand names patented are complex linguistic units, using aspects of phonology, orthography, morphology, syntax and semantics to make names memorable. These names use language to impact on readers and therefore have transferable meanings. This article analyses the linguistic devices in a corpus of English language adverts and investigates which translation strategies are employed when the adverts are transferred into Russian. It argues that the transfer process is more complex than previous literature has suggested and that although the original meaning is often not maintained after transfer, brand names in the target adverts carry new connotations which are appealing due to the target audience’s expectations.
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Hsieh, Pei-Hsuan, and Fang-Ning Chang. "Online Consumers’ Brain Activities When Purchasing Second-Hand versus New Products That Are Brand-Name or Brand-Less." Information 12, no. 2 (January 26, 2021): 56. http://dx.doi.org/10.3390/info12020056.
Повний текст джерелаАнотація:
It is now common to apply functional magnetic resonance imaging to explore which areas of the human brain are activated during the decision-making process. In the study of consumer behaviors, product brand has been identified as a major factor affecting consumer purchase decisions. Prior studies indicate that the brand had a significant impact on brain activation. However, it is unsure if consumers’ brain activation is also significant when purchasing brand-name second-hand products (SHPs). Therefore, the purpose of this study is to verify the areas of brain neuron activation in the context of online auctions among consumers whose purchasing decisions are affected by an SHP’s brand. The results show that a brain region (i.e., the medial prefrontal cortex) activates significantly when comparing the purchasing decision-making process between new items and SHPs. The activation of the insula is also found when an SHP purchasing decision is made. In addition, the dorsolateral prefrontal cortex is activated significantly when purchasing brand-name SHPs. However, due to consumers’ preferences for different brands, there is no significant activation in the ventromedial prefrontal cortex.
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Sloan, David R., Damon Aiken, and Alan C. Mikkelson. "Places in names: an investigation of regional geographic brand congruency." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 781–92. http://dx.doi.org/10.1108/jpbm-11-2017-1656.
Повний текст джерелаАнотація:
Purpose The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach The research uses an experimental method in two studies to test hypotheses derived from the literature. Findings This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all. Research limitations/implications This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name. Originality/value The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.
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Thomas, Anika, Anke Hammer, Gabriele Beibst, and Thomas F. Münte. "An ERP-study of brand and no-name products." BMC Neuroscience 14, no. 1 (2013): 149. http://dx.doi.org/10.1186/1471-2202-14-149.
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Dziechciarz-Duda, Marta, and Anna Król. "THE APPLICATION OF MULTIVARIATE STATISTICAL ANALYSIS TO THE VALUATION OF DURABLE GOODS BRANDS." Statistics in Transition new series 18, no. 1 (March 1, 2017): 75–90. http://dx.doi.org/10.59170/stattrans-2017-004.
Повний текст джерелаАнотація:
Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strategy. The main aim of this study is an attempt to improve the process of analysing the position and value of brands using selected multivariate statistical analysis methods (hedonic regression, multidimensional scaling, classification and linear ordination methods). In the conducted research the direct approach to the evaluation of the position of the brands for a selected ICT good smartphones – have been applied. The measurement was performed on two levels: the product level, in which the prices of branded products were compared, and the consumer level, where the perception and attitudes of consumers towards the brands were studied. The analyses have been carried out on two sets of data, which enabled fuller and more comprehensible understanding of decision rules that guide consumers in choosing the brand.
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VENKATESAN, L. "Essential Attributes On Brand Name And Impacts Of Consumer Buying Behaviour." Restaurant Business 118, no. 11 (November 28, 2019): 313–22. http://dx.doi.org/10.26643/rb.v118i11.10037.
Повний текст джерелаАнотація:
In the current situation, the entire area of branding is attractive a separate area. It is pertinent to study brands and branding because, first, it is part of our lives, whether we like it or not. It is also significant to understand how part of the business world functions. For a long time branding has also been seen as part of the marketing discipline. Conventionally, branding is part of the marketing mix, or the 4Ps: product, price, promotion and place. The product has two levels: core and augmented. Branding is not the core product but the augmented level of the product. A Brand cautious is measured a several constraints of during the products buying a consumer and can be considered all the way through brand remember or brand acknowledgment. The study determined remind the brand product of post purchase on effects of publicity and media which is motivated to remain the product. The study variables recollect and recognize the brand product. It was observed that the area and region were advertisement play significance role in the brand market. This study will focus on create indirect effect on recall the brand name and shows the consumer buying behaviour of different attributes of brand effect.
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Fibrianti, Nurul, Duhita Driyah Suprapti, Anindya Ardiansari, Isnani Isnani, and Niken Diah Paramita. "Targeting MSME Opportunities through Brands: Strengthening the Legal Protection trough Community Services." Jurnal Pengabdian Hukum Indonesia (Indonesian Journal of Legal Community Engagement) JPHI 5, no. 2 (November 29, 2022): 195–207. http://dx.doi.org/10.15294/jphi.v5i2.60224.
Повний текст джерелаАнотація:
Brand is the name of a product that is commonly made by business actors to introduce their products to consumers. But in fact, the understanding of small micro business actors that brands are intellectual property protected by the state is very minimal. Even a brand that has been owned can be used by other people without permission which will be detrimental to the brand owner is also not well understood. MSME actors still think that brands are complementary accessories to products. Thus there is a need for assistance for MSME actors in registering trademarks as legal protection for their businesses, which from a marketing management perspective, brands are a way of targeting business opportunities. Moreover, Karanganyar Regency, especially the Matesih sub-district, is one of the tourist areas visited by many tourists. This will help MSMEs introduce their products more broadly through brands. MSME products will be the souvenirs of tourists who will indirectly be promoted by the consumers themselves only by using brands that have been protected by the State
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Bonham, Pamela, Dana Greenlee, Cherly Sue Herbert, Lidi Hruidi, Cheryl Kirby, Angela Perkins, Neil J. Salkind, and Roberta Wilfong. "Knowledge of Brand and Preference." Psychological Reports 76, no. 3_suppl (June 1995): 1297–98. http://dx.doi.org/10.2466/pr0.1995.76.3c.1297.
Повний текст джерелаАнотація:
In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.
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Rajayana, Ades, Sri Yuni Widowati, Emaya Kurniawati, and Aprih Santoso. "SOSIALISASI LEGALITAS DAN MANAJEMEN PEMASARAN BAGI UMK (LEGALITY SOCIALIZATION AND MARKETING MANAGEMENT FOR MSE’s)." LOGISTA - Jurnal Ilmiah Pengabdian kepada Masyarakat 3, no. 1 (June 28, 2019): 31. http://dx.doi.org/10.25077/logista.3.1.31-36.2019.
Повний текст джерелаАнотація:
ABSTRAK
UMK di Kecamatan Cepiring Kabupaten Kendal memiliki usaha dalam rangka peningkatan pendapatan keluarga salah satu usahanya adalah membuat atau memproduksi makanan ringan dan minuman kesehatan yang selama ini pemasarannya masih dilingkup kerabat dekat atau keluarga. Permasalahn yang dihadapi oleh pelaku usaha khususnya UMK di Kecamatan Cepiring Kabupaten Kendal adalah belum memiliki merk atau nama bagi hasil produknya dikarenekan terbatasnya pengetahuan tentang merk dan belum mengetahui bagaiman caranya untuk mendapatkan merk dagang bagi produknya. Pelaksanaan sosialisasi merk dan manajemen usaha akan menghasilkan informasi tentang pentingnya merk dan cara untuk mendaftarkan merk dagang bagi produk yang dihasilkan oleh UMK sehingga bermanfaat untuk pendukung kinerja UMK di Kecamatan Cepiring Kabupaten Kendal.
Kata kunci: Merk, Manajemen, Pemasaran
ABSTRACT
MSE’s in Cepiring District Kendal Regency have a business in order to increase family income. One of the efforts is to make or produce snacks and health drinks, which have so far been covered by close relatives or families. The problem faced by businesses, especially MSE’s in Cepiring District, Kendal Regency, is that they do not have a brand or product name due to the limited knowledge of the brand and do not know how to get a trademark for their products. The problem faced by businesses, especially MSE’s in Cepiring District, Kendal Regency, is that they do not have a brand or product name due to the limited knowledge of the brand and do not know how to get a trademark for their products. The implementation of brand socialization and business management will produce information about the importance of brands and ways to register trademarks for products produced by MSEs so that it is useful for supporting MSE performance in Cepiring District, Kendal Regency.
Keywords: Brand, Management, Marketing
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Arafat, Mosab, Zahaa Ahmed, and Osama Arafat. "COMPARISON BETWEEN GENERIC DRUGS AND BRAND NAME DRUGS FROM BIOEQUIVALENCE AND THERMOEQUIVALENCE PROSPECTIVE." International Journal of Pharmacy and Pharmaceutical Sciences 9, no. 6 (June 1, 2017): 1. http://dx.doi.org/10.22159/ijpps.2017v9i6.18735.
Повний текст джерелаАнотація:
The belief that generic drugs are inferior to brand name drugs has been always under debate. Especially since the price of generic drugs is generally far cheaper than brand-name drugs. Although, this is because of waiving the preclinical studies and clinical trials for the generic drug, the quality, and purity of materials used for generic drug preparation is still arguable. Thus, the objective of this overview was to find out the tolerable deviations between generic and brand name drugs which should not alter the pharmacology. Using inactive additives in the generic drug different than in the brand name drug, such as binders, glidants, diluents, anti-adherents, disintegrants or polymer carrier material and filler should not change the drug bioavailability and pharmacokinetic parameters as long as both products using the identical active ingredient(s) in equivalent amounts. Even if both drug products are bioequivalent to each other in terms of active ingredient, they are not in terms of inactive ingredients. Hence, the probability of unexpected adverse drug reaction and allergies from the generic formulation are possible, especially, when people react sensitive toward specific component. Therefore, the occasional negative response occurring upon the switch from brand-name drug to the generic drug can be attributed to intra-and inter-patient variations toward inactive ingredients. Variations toward inactive ingredients can be obtained experimentally by utilizing a proper thermoanalytical technique. As a result, thermoequivalence of generic drugs to brand name drugs can be determined based on thermal information obtained from both products. In conclusion, thermoequivalence study can be a useful tool to demonstrate any possible variation between the inactive ingredients of both products.
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Kevin, Kevin, and Sinta Paramita. "Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz." Prologia 4, no. 1 (February 26, 2020): 147. http://dx.doi.org/10.24912/pr.v4i1.6456.
Повний текст джерелаАнотація:
Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.
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Et. al., Rudy Farid,. "Brand Design And Branding Strategy For Agro Nusantara “Kopi Warga”." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 11 (May 10, 2021): 1292–301. http://dx.doi.org/10.17762/turcomat.v12i11.6035.
Повний текст джерелаАнотація:
Local farmers who are members of the Agro Nusantara farmer group in Pangalengan, farm typica arabica coffee or buhun coffee known as Java Preanger. Until now, Agro Nusantara is able to produce quality coffee that meets the requirements as specialty coffee. Although the coffee produced by Agro Nusantara has the advantage of high quality, coffee is still sold as a generic product / as a raw material, which is marketed to regular regular buyers. This means that the superior product has a sub-optimal selling value, because it has a status as a generic product / wholesale product and has a "distance" or a big gap from consumers who enjoy coffee. The success of a product in the market is determined by how the marketing strategy is, the product must have a brand so that it is known or is present in the perceptions of target consumers. For this reason, a brand / branding design is needed as a strategic part of the marketing strategy for Argo Nusantara coffee products.The design of brands and branding for the coffee products of this Agro Nusantara farmer group includes brand names, brand identity / product logos, packaging design, and brand identity applications. The design process is carried out through the observation stage which includes the location of the object of research, information about coffee products, the vision and mission of partners, and others. In addition, interviews were also conducted with the leaders of the Nusantara Agro Farmers Group.The results obtained from this research are that the Agro Nusantara farmer group has succeeded in having a brand name - brand identity - a brand design for its coffee products which is named "Kopi Warga". This name contains a local meaning to build a message and the impression that this coffee product is from folks to folks. In addition, in order to maintain consistency of messages and impressions, to create a visual identity system, the Kopi Warga logo design is also applied to various retail supporting media such as sign boards and coffee serving equipment.
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Akkucuk, Ulas, and Javed Esmaeili. "The Impact of Brands on Consumer Buying Behavior." International Journal of Research in Business and Social Science (2147-4478) 5, no. 4 (July 20, 2016): 1–16. http://dx.doi.org/10.20525/ijrbs.v5i4.551.
Повний текст джерелаАнотація:
The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.
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Morais, Dominic G. "Branding Iron: Eugen Sandow’s “Modern” Marketing Strategies, 1887-1925." Journal of Sport History 40, no. 2 (July 1, 2013): 193–214. http://dx.doi.org/10.5406/jsporthistory.40.2.193.
Повний текст джерелаАнотація:
Abstract Eugen Sandow was a professional strongman who started his theatrical career in 1887. Upon his retirement in 1903, the Sandow name was known internationally as a synonym for strength, health, and bodily perfection. Sandow used this popularity to market a number of different products including books, a magazine, health clubs, exercise equipment, and miscellaneous health products. Although literature on Sandow documents his cultural influences and continues to grow, none specifically or comprehensively address the business and marketing aspects of his career. This paper attempts to fill that void. It argues that Sandow utilized a three-pronged strategy in order to establish his personal brand. Furthermore, it examines the way Sandow leveraged his brand in order to market his name and other products worldwide. Finally, the paper is a starting point for others to examine ways other popular physical culturists like Bob Hoffman, the Weiders, and Arnold Schwarzenegger marketed their brands.
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Gerlach, Greta, Markus Braun, Janis Dröge, and David A. Groneberg. "Do Budget Cigarettes Emit More Particles? An Aerosol Spectrometric Comparison of Particulate Matter Concentrations between Private-Label Cigarettes and More Expensive Brand-Name Cigarettes." International Journal of Environmental Research and Public Health 19, no. 10 (May 13, 2022): 5920. http://dx.doi.org/10.3390/ijerph19105920.
Повний текст джерелаАнотація:
Private-label cigarettes are cigarettes that belong to the retailer itself. Private-label cigarettes from discounters or supermarkets are cheaper than brand-name cigarettes, and their lower price has allowed them to garner an ever-increasing share of the tobacco product market, especially among lower socioeconomic groups. Particulate matter (PM), a considerable component of air pollution, is a substantial health-damaging factor. Smoking is the primary source of PM in smokers’ homes. In a 2.88 m3 measuring chamber, the PM emission fractions PM10, PM2.5, and PM1 from three private-label cigarette brands and three brand-name cigarette brands with identical nicotine, tar, and carbon monoxide content were measured and compared to those of a reference cigarette by laser aerosol spectroscopy. All cigarette brands emitted PM in health-threatening quantities. The measurement results ranged from 1394 µg/m3 to 1686 µg/m3 PM10, 1392 µg/m3 to 1682 µg/m3 PM2.5, and 1355 µg/m3 to 1634 µg/m3 PM1, respectively. Only one private-label brand differed significantly (p < 0.001) from the other cigarette brands, which were tested with slightly lower PM levels. All other brands differed only marginally (not significant, p > 0.05) from one another. Significant (p < 0.05) negative correlations between private-label and brand-name cigarettes were found for PM10, PM2.5, and PM1 when accounting for tobacco filling densities, and for PM1 when accounting for filter lengths. The especially health-hazardous fraction PM1 accounted for the largest proportion of PM emissions from the cigarettes tested. The results of this study suggest that- cheaper tobacco products are as harmful as more expensive ones, at least regarding PM emissions. This highlights the importance of anti-smoking campaigns, especially for lower socioeconomic groups, where smoking is more widespread. Governments should reduce the price gap between cheap and more expensive tobacco products by implementing specific tobacco taxes. In such a case, at increasing prices of tobacco products, a downward shift to private-label cigarettes would probably decrease.
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Liang, Yuqing, Yuhan Liu, Yinan Shi, and Hanxi Yong. "Analysis On the Influence of Tea Brand Co-Branding Strategy on Tea Sales." Highlights in Business, Economics and Management 37 (July 18, 2024): 275–83. http://dx.doi.org/10.54097/q2178c62.
Повний текст джерелаАнотація:
The paper is to study the influence of new tea industry co-branding on its beverage sales. This paper analyzes the joint branding of Nai Xue's tea and Lingya Tour as a positive case, studies the influence of tea brands on consumer behavior in recent years, and find the reasons behind the joint branding. At the same time, the joint name of Shanghai aunt and light and night love as a negative case of marketing, explore how to avoid a failed joint name, the reason for the failure of marketing. In order to better confirm the results of case analysis and consumers' true attitude towards co-branding, the author adopts the way of questionnaire survey for data statistics, and finally finds out how to plan a successful marketing. First, to create social conformity with the trend, tea brands should follow the trend when choosing a co-brand, and choose a brand co-name favored by young people. Second, fully respect IP, tea brands need to reflect the importance of joint brands. Third, do not fall into the cycle of innovation for innovation, and in line with their brand concept of product IP joint name. This article helps tea industries to better analyze consumers' behavior and decision-making when facing cross-border co-branded products, and to develop more effective marketing strategies for the consumers.
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Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (December 1, 2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.
Повний текст джерелаАнотація:
Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
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Y., Audu, Sam B.T., and Ibrahim Y.O. "Identification and Evaluation of the Determinants of Brand Image in the Food and Beverages Industry in Nasarawa State, Nigeria." British Journal of Management and Marketing Studies 6, no. 2 (June 20, 2023): 93–110. http://dx.doi.org/10.52589/bjmms-c8pkyr9p.
Повний текст джерелаАнотація:
Most studies on brand image and corporate entities, especially in Nigeria, seem to focus on the effect of brand image on corporate performance with little consideration for the factors that determine or shape such images ab-initio. This study therefore seeks to identify some of the factors or brand characteristics that customers consider in making their brand image preference and determine how important each of these factors is in brand image formation in the Nigerian food and beverages products industry. Based on responses from 348 customers; data were analyzed using principal component analysis (PCA) with confirmatory Factor Analysis; (CFA) specifically. Results show that ten factors determine customers’ brand image of food and beverages products in Nigeria. Results also show that three of these ten factors; (i) awareness or popularity of the brand name itself, (ii) availability (convenience) and (iii) social image, (prestige) account for about 85% of brand image formation in the food and beverages products industry in Nigeria. The study therefore recommends that marketers should endeavor to improve, especially on these three aspects of their brands; to enhance their brand images and improve their corporate performances.
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Antonova, Olha, Yulia Soloviova, Nataliia Fiedotova, and Olha Leleka. "Situational communication of food brands." Obraz 42, no. 2 (2023): 77–85. http://dx.doi.org/10.21272/obraz.2023.2(42)-77-85.
Повний текст джерелаАнотація:
Introduction. In the conditions of the full-scale invasion of the aggressor country on the territory of Ukraine, the advertising and PR communication of brands has undergone significant changes. One of the main adaptive changes in the communication discourse of brands has become situational communication – the ability to quickly react to events in the information environment and create relevant, viral content, in particular, through the product name and packaging design. Relevance of research. In view of this, it is relevant to investigate the structure of the creation of situational pragmatonyms and point out the appropriateness of the created product name. The purpose of the article is to investigate the manifestations of the patriotic position of the brand through the situational change of pragmatonyms of food products, to single out the factors that encourage brands to rename products, and the feasibility of changing packaging for the complex impact of verbal and non-verbal components as elements of semiotic formation. Research methods. During the research, general scientific methods and techniques of generalization, comparison, and systematization were involved, which were used to distinguish the changed pragmatonyms of food products during the period of the full-scale russian invasion. The results. Changes in the pragmatonyms of food products as a reaction to the full-scale russian invasion were initiated by one brand within its products and supported by all manufacturers at the Ukrainian Research Institute of Standardization initiative. In view of the negative associations with the aggressor country, it was decided to abandon the name of standardized sausage products “Moscow sausage” and cheese “Russian cheese”, which have the recipe and appearance determined by DSTU. Brands independently chose the names for this type of sausage and cheese, mostly formed pragmatonyms fit into the lexical-semantic field of the concept “Ukraine”. Conclusions. The situational change of the name of the product caused by the russian military aggression is one of the ways for the brand to demonstrate its patriotic position, support the Ukrainian military and distance itself from the symbols of the enemy country. However, we note that not all situational wartime pragmatonyms are appropriate, some brands speculate on the topic of war, which causes public outrage. Due to such trends, the product naming process should be regulated by law, which is now reflected in the draft law.
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Frianto, Agus, Monika Tiarawati, Nadia Asandimitra, Yessy Artanti, and Widyastuti Widyastuti. "PELATIHAN DESAIN MEREK SEBAGAI SARANA MEMPERKUAT IDENTITAS PRODUK." Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat 3, no. 3 (December 7, 2019): 321–26. http://dx.doi.org/10.12928/jp.v3i3.1228.
Повний текст джерелаАнотація:
Trademark as an activity to make a name, symbol or identity to distinguish one product/service from another product/service. Therefore, entrepreneurs/business owners/startup founders need to consider how brands are for products/services that they want to sell. With a brand, the total value of the product is higher so that consumers can see the brand as an important part of the product. Consumers will more easily differentiate company products from competitors through brands. However, the importance of giving brand to the product was not realized by SMEs who were in Ngawen and Randuboto Villages, Sidayu District, Gresik Regency. Their only focus is product sales. Brands can be a long-term investment for business owners. Brands that are well managed by business owners will provide long-term benefits. The purpose of this outreach program is to provide training on how to make a good brand so that it can be easily recognized by the general public. The outputs of this outreach program activity are brand designs that are ready to be printed and pasted on the product packaging of business actors. The results of this outreach program activity show that several business actors have been able to create attractive brands so that they can be easily recognized by consumers and ultimately create an identity for SME products in Sidayu District, Gresik
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Zafran, Muhammad. "Brand Name Love: The Effects of Islamic Bracketed Brand Name on Perceived Quality and Purchase Intentions Retail Food Industry of Pakistan." Journal of Business Administration and Management Sciences (JOBAMS) 4, no. 1 (January 1, 2022): 8–18. http://dx.doi.org/10.58921/jobams.4.1.73.
Повний текст джерелаАнотація:
This paper designs a 2x2-experiment research model within the subjects to analyze the effects of the “Islamic” bracketed brand name vs ordinary brand on consumer’s behavioral outcome-perceived quality and purchase intentions in the food industry of Pakistan. Islamic branding is a growing phenomenon and a large number of retailers in Islamic countries are using the word “Islamic” in brand design strategies. Two-way ANOVA for factorial analysis of variance is used with help of SPSS. The research findings reveal that Islamic origin brand names have a positive and significant impact on the perceived quality of products and consumer purchase intentions. Findings have important implications for retailers and SME businesses in Islamic countries in the brand-building process.
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Zubir, Moondra, Agus Junaidi, Rini Selly, Siti Rahmah, Hafni Indriati Nasution, and Zainuddin Muchtar. "Application of rotary dryer modification technology to increase animal feed production efficiency." Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat 6, no. 2 (September 1, 2022): 45–53. http://dx.doi.org/10.12928/jpm.v6i2.5360.
Повний текст джерелаАнотація:
Lorong Ujung Tanjung Dua, Lingk 15, Bagan Deli Village, Belawan, North Sumatra became the location of this community research and service with Mr. Deddy Suryono as the owner of the business as the partner. His business activity is processing seafood shell waste into animal feed products. This business partner had problems whereas manual drying prolong the time due to the natural causes. Furthermore, the market of the product was in lower level due to the absence of explanation of the content of the product and also the brand name. One of the solution to propose is a high quality functional drying oven with eligible size and fixed temperature. Secondly, to increase the marketing of the product it need to be standardize by laboratory and make the brand name. The results, Rotary Dryer Modification Technology was used as the dryer which increased the product 4 times in quantity. The product was analysed in laboratory with three type of products whereas Shrimp Skin, Crab Skin and Fish Skin. The lab result showed that fish skin has the highest protein more than 50%. The brand name then named as EBYPRO.
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SAITO, KEN-ICHI, YUTAKA INOUE, YOJI IKEGAMI, IZUMI NANBO, MARI ONOZUKA, KAZUMI SANO, HISAHIRO YOSHIDA, et al. "Investigation of Bioequivalence Between Brand-name and Generic Irinotecan Products." Anticancer Research 36, no. 11 (November 1, 2016): 5957–64. http://dx.doi.org/10.21873/anticanres.11183.
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Kleinstiver, P., and JF Baladi. "PHP15: IMPACT OF FIRST GENERIC ENTRANTS ON BRAND NAME PRODUCTS." Value in Health 4, no. 6 (September 2001): 477–78. http://dx.doi.org/10.1016/s1098-3015(11)71676-x.
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Motola, D., and F. De Ponti. "Generic versus brand-name medicinal products: Are they really interchangeable?" Digestive and Liver Disease 38, no. 8 (August 2006): 560–62. http://dx.doi.org/10.1016/j.dld.2006.03.017.
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Bajar, Raven Gio Charles A., Ardvin Kester S. Ong, and Josephine D. German. "Determining Sustainable Purchase Behavior for Green Products from Name-Brand Shops: A Gen Z Perspective in a Developing Country." Sustainability 16, no. 9 (April 30, 2024): 3747. http://dx.doi.org/10.3390/su16093747.
Повний текст джерелаАнотація:
Over the years, the overconsumption of natural resources has been an issue of concern. Companies have been inducing sustainable practices and approaches to help the environment. By specifically applying the sustainability theory of planned behavior, this study sought to extensively investigate behavioral preference and intention to buy green and sustainable products across name-brand businesses in a developing country. Utilizing Structural Equation Modeling, this study examined responses from 300 valid participants. The results revealed that consumers’ purchasing preferences and intentions are affected by customer expectation for the products, by the government, and by customer concern for the environment. It was seen that customers are prepared to pay extra for name-brand stores that sell eco-friendly or sustainable goods. In accordance, consumers’ purchase intentions are greatly affected by the customer preference or expectation for a product, as the findings indicate that customer-perceived value has the highest influential and consequential relationship to behavioral purposes. Customers are inclined to purchase eco-friendly goods if the sustainable product meets the requirements and expectations of the consumer. Furthermore, consumers’ purchasing intentions in buying green products from name-brand shops are also affected by the government, individuals’ environmental concerns and awareness, individuals’ personal needs and beliefs, society, and individual attitudes. For name-brand stores, consumers’ behavioral intentions to purchase environmentally friendly and sustainable goods are the most strongly associated with their perception of their own value, followed by perceived authority support and perceived environmental concern. The findings and results of this study can be relevant in understanding and exploring consumers’ behavioral intentions to purchase green products from name-brand shops.
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Dana Kristiana, Fitri, Maulidian Maulidian, and Arman Arman. "PERENCANAAN NAMA MEREK (BRAND NAME) MANISAN MANGGA INDRAMAYU KERING BERBASIS NILAI PELANGGAN (STUDI KASUS : PRODUK INOVASI BALAI BESAR PASCAPANEN, BOGOR, JAWA BARAT)." Jurnal Bioindustri 3, no. 2 (May 30, 2021): 613–27. http://dx.doi.org/10.31326/jbio.v3i2.822.
Повний текст джерелаАнотація:
A study on brand name planning candied dried mango indramayu based on customer value. The purpose of this study is to identify the customer profile, design a value proposition and plan the brand name of candied dried mango products. The results showed that the needs of the millennial generation were choosing the place, buying and bringing the product home; looking for healthy snacks; have a healthy and ideal body; avoid foods that are too sweet and too sour. They also have a problem (pains) when consuming dried mango candies which are pieces of mango are too thin, the taste is too sour, the sugar layer is too much, and there is a bitter taste when eaten. Besides the desire (gains) millennial generation including the taste is not too sour and sweet, do not use harmful preservatives, use quality mangoes, affordable prices, attractive product packaging and easy to carry everywhere. Subsequently, "Mat Mango" was obtained as the brand name of the dried mango candy which was chosen based on the results of the most votes from respondents.