Brand Extensions: The Role of Target Category Competition and Dominant Brand

Past research on brand extension evaluation does not incorporate the effects of the target category structure and competition from the existing brand. This paper reports the findings of an exploratory experimental study that shows the effects of competition on the evaluation of brand extensions and potential implications of the dominant brand in the target category

Reaching New Heights after Falling to the Depths: Recovering from a Country Image Faux Pas

Surveys of Australian consumers before and after French nuclear testing in the Pacific show clear evidence of negative responses of consumers to the 1995 testing. Although evaluations of French products did not decline, evaluations of France and the French did. However, by 2005 ratings of French products and France had more than recovered. A model of effects among country and product belief sets is proposed and tested. The model is strongly supported and helpful in understanding the process of image recover

Climbing to New Heights: Lessons From Mount Everest on PCI and TDI Convergence

This paper applies attitude theory to assess the influence of beliefs and evaluations of Nepal with desired linkages and travel intentions. The main contribution is to connect TDI and PCI research by testing a general country image model in a tourism context. Attitude theory acts as the connection between the two fields

Brand origin identification by consumers: A classification perspective

The authors apply a classification perspective to (1) examine the extent to which consumers can identify the correct country of origin (COO) of different brands of consumer durables, (2) investigate the factors facilitating/hindering correct COO identification, and (3) trace the implications of correct/incorrect COO identification on brand evaluation. The results from a U.K. sample indicate that consumers' ability to classify brands correctly according to their origin is limited and also reveal substantial differences in the classification of different brands to their COO. Moreover, the key antecedent of correct COO identification is consumer ethnocentrism, with sociodemographics (e.g., age, gender) also playing a role. Finally, the authors find that though there are differences in brand evaluations depending on whether the correct COO was identified, such differences are not observed for all brands investigated

Quality assurance and the consumer

This paper deals with quality assurance and what consumers expect from the products and services they buy. Particular attention is given to the communications, transportation, and energy industries

Managing for success in international scientific collaborations: Views from Canadian government senior science managers

Large-scale international scientific collaborations (ISCs) are one of several mechanisms that allow governments and businesses to tap into the global knowledge base. Participating in ISCs to access scientific knowledge from around the world is vital for a relatively small country like Canada to ensure success in building science and science-based capabilities and as a way to establish a respected reputation among nations. This paper explores the views of Canadian senior scientists and science managers from government laboratories on collaborations in large-scale ISCs with foreign countries and how Canada and its scientists are perceived on the international scientific scene. This knowledge is important as perceptions of a country's science capabilities and performance can affect international positioning for economic and science strength, ability to attract business investment, and even international political power. The results of the interviews lead to the conclusion that ISCs can be expected to deliver advantages, as reflected in the existing literature. \ua9 Beech Tree Publishing 2011.Peer reviewed: YesNRC publication: Ye

Market planning in a high-tech environment

The marketing manager facing the prospect of developing an annual marketing plan gets very little help from texts and research reports as to what should be in the plan and how to prepare it. This article presents a detailed schema for developing such a plan with particular emphasis on the suitability for the manager of the high-tech firm

Branding MBA programs: The use of target market desired outcomes for effective brand positioning

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired outcomes and the ratings of MBA programs on their ability to deliver these outcomes. In a highly competitive market, differentiation and effective positioning appear to be the keys to success of both the two competing business schools studied

Consumer attitudes towards the quality of domestic and imported apparel and footwear

Due to increased imports and increasingly competitive consumer markets, this study was undertaken to determine consumers' quality images of Canada and the major countries from which men's, women's and children's clothing, and men's and women's footwear were imported. A self‐completed mail survey of 635 members of a consumer panel yielded demographic representation from English‐ and French‐speaking men and women. The Fishbein‐Rosenberg multi‐attribute model was used to compute consumers