scholarly journals Co-Branding Internationally: Everyone Wins?

2011 ◽  
Vol 20 (3) ◽  
Author(s):  
Linda C. Ueltschy ◽  
Michel Laroche
Keyword(s):  
Brand Equity ◽  
Exploratory Study ◽  
Relative Impact ◽  
Font Size ◽  
Domestic Markets

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt; tab-stops: .5in 1.0in 1.5in 2.0in 2.5in 3.0in 3.5in 4.0in 4.5in 5.0in 5.5in right 6.0in;"><span style="font-size: 10pt;"><span style="font-family: Times New Roman;">Co-branding is an increasingly popular technique used primarily in domestic markets to transfer the positive associations of the partner brands to a newly formed co-brand.<span style="mso-spacerun: yes;">&nbsp; </span>This exploratory study investigates the relative impact of the brand equity of the constituent brands on co-branding efforts internationally using a sample of 1,203 Philippine housewives.<span style="mso-spacerun: yes;">&nbsp; </span>Findings indicate the co-branding of two high-equity brands was mutually beneficial, but the co-branding of high-equity and low-equity brands can be potentially dangerous for the high equity partner.</span></span></p>

scholarly journals Incorporating Customer Service Expectations In The Restaurant Industry: The Guide To Survival

2012 ◽  
Vol 28 (5) ◽  
pp. 931
Author(s):  
M.C. Cant ◽  
C. Erdis
Keyword(s):  
Customer Satisfaction ◽  
Empirical Study ◽  
Competitive Advantage ◽  
Customer Service ◽  
Exploratory Study ◽  
Restaurant Industry ◽  
Font Size ◽  
Research Results ◽  
Customer Expectations ◽  
Service Expectations

<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; text-indent: 0in; mso-pagination: none;" class="MsoBodyTextIndent"><span style="font-family: Times New Roman; font-size: x-small;">With the remarkable growth and economic contributions of the services industry, companies are finding that they need to focus on service to keep up with rising customer expectations and to compete effectively. Thus excellent customer service in a restaurant has the potential of differentiating the restaurant from competing ones and could lead to creating a competitive advantage. Thus, if a restaurant becomes well known for its superior customer service, this can be used as a way of outmanoeuvring competing restaurants.<span style="mso-spacerun: yes;"> </span>This article examines customer service in selected restaurants in the Tshwane area. It is aimed at establishing criteria for excellent customer service in restaurants, which can serve as the basis for building good relationships with customers. An empirical study was conducted to namely to investigate customer service in selected restaurants in the Tshwane Area, with the aim to establish criteria for excellent customer service as a benchmark for establishing relationships with customers, by means of an exploratory study. A self-administered survey was conducted whereby questionnaires were handed to restaurant patrons with the restaurant bill folder.<span style="mso-spacerun: yes;"> </span>Based on the research results, criteria were developed for excellent customer service which can be used as a benchmark for establishing relationships with customers, by providing customer satisfaction, which leads to customer retention, loyalty and ultimately profitability for an organisation.</span></p><span style="font-family: Times New Roman; font-size: small;"> </span>

scholarly journals The Basics Of Leadership: Understanding Leadership Attribute Assessment And Development

2011 ◽  
Vol 7 (7) ◽  
Author(s):  
Richard L. Henderson ◽  
Jia-Jing Jien
Keyword(s):  
Exploratory Study ◽  
Research Literature ◽  
Psychological Process ◽  
Font Size ◽  
Social Psychological ◽  
Leadership Process ◽  
Leadership Research

<p class="MsoNormal" style="text-align: justify; line-height: normal; margin: 0in 0.5in 0pt;"><span style="font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; color: black; font-size: 10pt; mso-themecolor: text1;">This exploratory study of leadership as a social-psychological process identifies and measures the perceived level of critical attributes that must be held by the leader in order for the leadership process to be effective.<span style="mso-spacerun: yes;">&nbsp; </span>Leadership research literature was reviewed to discover the twelve most commonly agreed to primary attributes.<span style="mso-spacerun: yes;">&nbsp; </span>Attributes were analyzed and categorically assigned as having either a cognitive or an affective basis of development.<span style="mso-spacerun: yes;">&nbsp; </span>Data was collected and analyzed relative to the perceived level of effectiveness of each attribute by the leader and the group involved in the process. Qualified conclusions and recommendations for further are included.<strong style="mso-bidi-font-weight: normal;"></strong></span></p>

Male Body Image: The Role of Muscle Magazine Exposure, Body Mass Index, and Social Comparison in Men's Body Satisfaction

2009 ◽  
Vol 37 (5) ◽  
pp. 627-629 ◽  
Author(s):  
Peter K. Jonason ◽  
Marina Krcmar ◽  
Steve Sohn
Keyword(s):  
Body Image ◽  
Social Comparison ◽  
Exploratory Study ◽  
Body Satisfaction ◽  
Theoretical Models ◽  
Relative Impact ◽  
Male Body ◽  
Path Modeling ◽  
Male Body Image

Unrealistic images of male beauty are on the rise (e.g., Baghurst, Hollander, Nardella, & Haff, 2006). However, research on male body image tends to assume that the same theoretical models used to account for body satisfaction in women are appropriate for men (e.g., McCabe & Ricciardelli, 2004). Few have tested the assumption that female-typical models can be applied to men. Three variables have proven instrumental in accounting for body satisfaction in women: (a) exposure to relevant content, (b) BMI, and (c) social comparison (e.g., Blond, 2008). We present an exploratory study, using path modeling, to simultaneously assess the relative impact of each of these on body satisfaction in young men.

scholarly journals Unique Brand Extension Challenges For Luxury Brands

2011 ◽  
Vol 4 (10) ◽  
Author(s):  
Nicole Stegemann
Keyword(s):  
Brand Equity ◽  
Marketing Strategies ◽  
Brand Extensions ◽  
Luxury Brands ◽  
Font Size ◽  
Demand And Supply ◽  
Luxury Brand ◽  
Parent Brand ◽  
Luxury Market ◽  
The Impact

<p class="MsoBodyTextIndent3" style="line-height: normal; margin: 0in 34.2pt 0pt 0.5in;"><span style="font-style: normal;"><span style="font-size: x-small;"><span style="font-family: Times New Roman;">This article addresses the impact of brand extensions on the brand equity of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>A review of the developments in the luxury market has shown significant changes in demand and supply sides.<span style="mso-spacerun: yes;">&nbsp; </span>The luxury market has been growing rapidly over the last 20 years, and luxury brands, formerly reserved for a small group of privileged individuals, are now available to more consumers.<span style="mso-spacerun: yes;">&nbsp; </span>Meanwhile, luxury goods manufacturers have been applying new marketing strategies, and extending their brands without any insights as to the consequences for their brands.<span style="mso-spacerun: yes;">&nbsp; </span>Despite these changes, little research has investigated the luxury market.<span style="mso-spacerun: yes;">&nbsp; </span>Therefore, a systematic review has been undertaken regarding the nature of luxury brands and research measuring individual luxury brand equity elements such as attitudes and perceptions.<span style="mso-spacerun: yes;">&nbsp; </span>Deviating results in the application of concepts for non-luxury brands to luxury brands have been found due to the abstract and emotional nature of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>These results support the development of distinct brand equity constructs for luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>The main focus of this article is the impact of luxury brand extensions on the parent brand&rsquo;s equity and the proposal of a framework to allow the impact to be measured.</span></span></span></p>

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