Dual branding: how corporate names add value

Journal of Product & Brand Management

Volumn 6, Issue 1, 1997, Pages 40-48

  Saunders, John ^a   Guoqun, fu ^b  

^a LOUGHBOROUGH UNIVERSITY   (United Kingdom)

^b LOUGHBOROUGH UNIVERSITY   (United Kingdom)

Author keywords

Brands; Confectionery; Conjoint analysis; Consumers; Marketing; Research

Indexed keywords

EID: 84986076180     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429710160020     Document Type: Article

References (17)

1. Aaker, D.A. (1991), Managing Brand Equity, Free Press, Oxford.
2. Aaker, D.A. and Keller, K. (1990), “Consumer evaluation of brand extensions”, Journal of Marketing, Vol. 54 No. 1, pp. 27-33.
3. Barwise, P. (1993), “Brand equity: snark or boojum”, International Journal of Research in Marketing, Vol. 10 No. 2, pp. 93-104.
4. Green, P.E., Tull, D.S. and Albaum, G. (1988), Research for Marketing Decisions, 5th ed., Prentice-Hall, Englewood Cliffs, NJ.
5. Hall, J. (1992), “Support for brand new perspectives”, Marketing, 14 May, pp. 18-19.
6. Hooley, G.J. and Hussey, M.K. (Eds) (1994), Quantitative Methods in Marketing, Academic Press, London.
7. Keller, K. (1993), “Conceptualizing, measuring and managing customer-based brand equity, ” Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
8. Kotler, P. (1972), Marketing Management, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
9. Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1996), Principles of Marketing: The European Edition, Prentice-Hall, Hemel Hempstead.
10. Laforet, S. and Saunders, J. (1994), “Managing brand portfolios: how the leaders do it”, Journal of Advertising Research, Vol. 34 No. 5, pp. 64-7.
11. Murphy, J. (1987), “Branding: the name of the game”, Marketing, 23 April, pp. 7-9.
12. Murphy, J. (Ed.) (1991), Brand Valuation, 2nd ed., Business Books. London.
13. Olins, W. (1989), Corporate Identity, Thames and Hudson, London.
14. Saunders, J. (1994), “Cluster analysis”, Journal of Marketing Management, Vol. 10 No. 1-3, pp. 13-28.
15. Smith, G. and Saunders, J. (1996), “Polo Mints”, in Smith, G. and Saker, J. (Eds), European Cases on Principles of Marketing, Prentice-Hall, Hemel Hempstead, in press.
16. Uncles, M., Cocks, M. and Macrae, C. (1995), “Brand architecture: reconfiguring organisations for effective brand management”, The Journal of Brand Management, Vol. 3 No. 2, pp. 1-12.
17. Wittink, D.R., Vriens, M. and Burhenne, W. (1994), “Commercial use of conjoint analysis in Europe: results and critical reflections”, International Journal of Research in Marketing, Vol. 11 No. 1, pp. 41-52.