Marketing is a creative profession. So is architecture: architects design masterpieces like
the Taj Mahal and the Sydney Opera House, but architects use their creativity within a …

Loyalty programs are currently increasing in popularity around the world. This paper
discusses the potential of loyalty programs to alter the normal market patterns of repeat-purchase …

This article is a replication of a study of Hoyer and Brown that used a controlled experiment
to examine the role of brand awareness in the consumer choice process. The replication …

Historically, brand salience has been considered synonymous with the brand being ‘top of
mind’ (mentioned first) when the product category is used to cue retrieval from memory. In this …

In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood and often
wrongly measured, even by experienced managers”(p41). Yet brand awareness is covered in …

In this article we provide a basic review of the relationship between differentiation and
profitability. In particular we address the misconception that the reward of differentiation must be a …

The image of a brand is considered to be important as is evident from the vast sums of money
spent by companies on the development and measurement of their corporate/brand image…

The concept of brand equity has received most attention in the context of fast-moving-consumer-goods
marketing yet the concept is just as, if not more, important to professional services …

We have observed that competitive repeat purchase markets are polarised into two radically
different structures. The first and best known we call repertoire markets; these have few …

The credibility and vibrancy of any discipline depends on a willingness to question even the
most strongly held beliefs. Our research challenges the central importance of differentiation …