The halo effect is a systematic bias in attribute ratings resultingfrom raters′ tendency to rely
on global affect rather than carefullydiscriminating among conceptually distinct and …

B roadly defined, corporate identity refers to the way in which an organization reveals its
philosophy and strategy through communication, behavior, and symbolism. And an important …

Brands with strong images are able to influence customers’ choices and command a premium
in the marketplace. A brand name is the foundation of a brand’s image. While the image …

The traditional branding paradigm involved heavy upfront investment and tightly managing
the image via controlled communications in hopes of creating dominant brands that could be …

Co-branding involves combining two or more well-known brands into a single product.
Used properly, it is an effective way to leverage strong brands. In this paper, co-branding is …

Slogans are a key element of a brand's identity, and contribute to a brand's equity. In today's
marketplace, almost all brands employ slogans; they enhance a brand's image, aid in its …

Generation Z (or Gen Z) represents 24% of the US population and is very different from earlier
generations. A higher proportion of Gen Zers are earning college degrees, and they are …

Interestingly, globalization is promoting the standardization of products. However, with the
increasingly fragmented communication media, the only thing standardized from the …

Branding may be one of the most important decisions made by marketing managers. Since it
is done somewhat sporadically, there are no strict guidelines provided by the companies to …

This research examines how perceived scarcity influences consumers’ processing of price
information. To explain the effects of scarcity, a conceptual framework which incorporates …