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Branding of post-purchase ancillary products and services - An application in the mobile communications industry
After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add-ons or services may be offered in a generic or in a branded form. This papers studies the demand for add-on services and details a methodology that can be employed to make this assessment.
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Enhancing mobile coupon redemption in fast food campaigns
Mobile devices are being increasingly used for direct marketing to mass consumer markets. They allow a more personalized as well as “anytime anywhere” mode to advertise to potential customers, mobilizing desktop-based e-commerce and giving an edge to reach on-the-move customers, like in the fast food industry. This paper illustrates how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates. It finds that consumers are more responsive to coupon designs which are congruent with the nature of the product.
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How do involvement and product knowledge affect the relationship between intangibility and perceived risk for brands and product categories?
This paper seeks to verify whether a branding strategy is efficient in reducing the risk perceived by customers. First, it shows that brands are more mentally intangible than product categories, which may lead to a difficulty to evaluate. Second, it was found that evaluation difficulty increases the perceived risk in the product category perspective. Third, higher involvement generates a stronger relationship between evaluation difficulty and perceived risk for the product category perspective.
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Marketplace footprints: Connecting marketing communication and corporate brands
The importance of branding and brand equity for products, companies and organizations has become almost axiomatic over the past decade. Its connection to corporate reputation and company value has spread to most organizations. There is no longer much debate about whether a strong brand is important; rather, research is now focused on how much it is worth and how brands are created, maintained or damaged. This paper looks at the connection between marketing communication activity and the evaluation of the company as a brand.
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The cause manifesto
The aim of this paper is to encourage loyalty marketers to embrace cause-related marketing. It explores companies which have used or are using cause-related marketing, from McDonald’s 1984- established Ronald McDonald House to the newer LIVESTRONG campaign, and examines successes, failures and consumer reactions.
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Are your costs too low?
Is there any evidence that cost-cutting strategies enrich shareholders? Do investors employ managers principally to strip out cost? Tom Peters has shown that cost-reduction strategies tend to reduce revenues at an even faster pace. At what point do – or should – shareholders step in and say: ‘ Enough is enough; change the strategy, not the costs.’
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