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In this article we investigated whether a company's recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld's (2001) [...]

With globalization has come the progressive dismantling of many formal barriers to trade and investment as well as the establishment of global markets for goods and services. Greater economic interdependence [...]

In this paper we seek to demonstrate that brand size alone does not dictate behavioral loyalty and that attitudes toward a brand (consumer equities) do have an important role to [...]

Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally [...]

The controversy continues. Dyson, Farr, and Hollis, and Baldinger and Rubinson (Dyson, Farr, and Hollis, 1997; Baldinger and Rubinson, 1997) have responded to my doubts and criticisms (1997a) of their [...]

INTRODUCTION According to the IRI, the volume market share of store brand grocery items has increased from, 15.3% in 1988 to 19.7% in, 1993. Sales of private label cereals alone [...]

Wall Street has sent a message, and the media is the messenger. The message is clear: Manufacturers of national brand packaged goods are in trouble. They have overpriced their products, [...]

In a world where fickle consumers often abandon their favorite brands, customer loyalty programs can ensure that they think hard before making a switch, according to experts in motivational marketing. [...]

By Christine LaFave Grace, Associate Editor Operators are looking to coffee to reinvigorate brand loyalty. It's not an easy time to be in the espresso-selling business. Few other consumer purchases [...]

Consumers caught in a time warp talk about how families and brands influence their frozen food purchases. Second of three parts. Stock up on your garlic bread and Texas Toast [...]

The RJ Reynolds-Macdonald advertising campaign for Export 'A' in Canada features solo athletes from various extreme sporting events that they sponsor with the slogan 'Go your own way' (fig 1). [...]

Given my line of work, the Yankees' recent clinching of the first subway series in 44 years naturally got me to thinking about brand loyalty and its value. The excitement [...]

One of the older and simpler definitions of Brand Equity was the one coined by David Ogilvy, when he said many years ago: A brand is the consumer's idea of [...]

GMA's president and CEO C. Manly Molpus focuses on the issues impacting the global food industry. The concept of branding in the brave new world of the 21st century continues [...]

Back in 1988, when U.K.-based GrandMet acquired Pillsbury it was estimated that 88% of the price it paid consisted of 'goodwill.' In other words, GrandMet paid just shy of $1 [...]

Toys R Us announced this month that the company might get out of the toy business, which is simply an irresistible media story--as if Fatburger suddenly decided to serve seared [...]

To build brand equity, a hotel company must build brand identity - and one of the major ways to establish identity is through marketing programs. Maureen O'Hanlon, executive v.p. of [...]

China may be famous for its teas, ceramics and ancient medicines, but not for its brands. Until recently, producers invested little effort to develop a name or product image. A [...]

Joe Nacchio, A 27-year AT&T vet most recently evp of its consumer and small business division, was rumored not long for AT&T after chairman Robert Allen this fall tapped outsider [...]

Hasn't the definition of brand loyalty become more inclusive over the years? Instead of 'sole brand usage,' today loyalty is defined in terms of 'share of requirements' or 'brand purchased [...]

C. Manly Molpus wants to set the record straight. Molpus, president of the Grocery Manufacturers of America, thinks national brands have been getting a bad rap in the press and [...]

Like other company owners looking for new sources of sales growth, Donald Tober and Steve Odell first had to discover what business their company was really in. But the discovery [...]

Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' [...]

Can loyalty schemes succeed in stopping young, male pub-goers switching between brands? While most lads have a couple of favourite pubs or bars, how many display similar loyalty to the [...]

For several years the analogous business chant to 'New Labour. New Britain' has been 'New Consumer. New Marketing' and there have been countless articles chronicling the rise of the empowered [...]

Stop marketing your magazines with destructive price incentives and start forging strong ties with readers. Editor's note: This point of view is adapted from a speech that author Larry Light [...]