Revitalising suffering multinational brands: an empirical study
作者: Melanie AndrewsDaekwan Kim
作者单位: 1Department of Marketing, College of Business, Florida State University, Tallahassee, Florida, USA
刊名: International Marketing Review, 2007, Vol.24 (3), pp.350-372
来源数据库: Emerald Journal
DOI: 10.1108/02651330710755339
关键词: BrandsInnovationPerceptionBrand awarenessInternational businessBrand management
原始语种摘要: Purpose(#br) – This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor quality or negative publicity. (#br)Design/methodology/approach(#br) – This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs, third-party appraisals, and advertising communications are hypothesised to play a role in revitalising multinational brands plagued by negative perceptions. In addition, the moderating effect of the management's local market knowledge is tested on several proposed relationships....
全文获取路径: Emerald 

  • multinational 跨国
  • empirical 经验的
  • brand 黑穗病
  • warranty 担保
  • market 市场
  • advertising 广告
  • management 管理
  • suffering 受难
  • moderating 减速的
  • methodology 方法学