|
||
Потребительское знание о бренде;Различия в потребительском поведении;Дифференциальная реакция на маркетинговуюдеятельность;Резюме; |
1. Farquhar, P. H. (1989) «Managing brand equity», Marketing Research, Vol. 1, September, pp. 24–33.
2. Aaker, D. A. (1991) «Managing Brand Equity», Free Press, New York, NY.
3. Keller, K. L. (1998) «Strategic Brand Management», Prentice–Hall, Upper Saddle River, NJ.
4. Keller, K. L. (1993) «Conceptualizing, measuring, and managing customer–based brand equity», Journal of Marketing, Vol. 57, January, pp. 1–22.
5. Keller, ref. 3 above.
6. Erdem, T. (1998) «Brand equity as a signaling phenomenon», Journal of Consumer Psychology, Vol. 7, No. 2, pp. 131–157.
7. Keller, ref. 4 above.
8. Keller, ref. 3 above.
9. Johnson, E. J. and Russo, J. E. (1984) «Product familiarity and learning new information», Journal of Consumer Research, Vol. 11, June, pp. 42–50.
10. Alba, J. W. and. Hutchinson, W. J. (1987) «Dimensions of consumer expertise», Journal of Consumer Research, Vol. 13, March, pp. 411–455.
11. Kent, R, J. and Allen, С. Т. (1994) «Competitive interference effects in consumer memory for advertising: The role of brand familiarity», Journal of Marketing, Vol. 58, July, pp. 97–105.
12. Bowman, D. and Gatignon, H. (1996) «Order of entry as a moderator of the effect of the marketing mix on market share», Marketing Science, Vol. 15, No. 3, pp. 222–242.
13. Simonson, I., Huber, J. and Payne, J. (1988) «The relationship between prior brand knowledge and information acquisition order», Journal of Consumer Research, Vol. 14, March, pp. 566–578.
14. Lane, V. R. and Jacobson, R. (1995) «Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity», Journal of Marketing, Vol. 59, No. 1, pp. 63–77.
15. Lehmann, D. R. and Pan, Y. (1994) «Context effects, new brand entry, and consideration sets», Journal of Marketing Research, Vol. 31, August, pp. 364–374.
16. Simonson et al., ref. 13 above.
17. Hasher, L. and Zacks, R. T. (1979) «Automatic and effortful processes in memory», Journal of Experimental Psychology: General, Vol. 108, No. 3, pp. 356–388.
18. Reddy, S. K., Holak, S. and Bhat, S. (1994) « To extend or not to extend: Success determinants of line extensions», Journal of Marketing Research, Vol. 31, No. 5, pp. 243–262.
19. Tellis, G. J. (1988) «Advertising exposure, loyalty, and brand purchase: A two–stage model of choice», Journal of Marketing Research, Vol. 25, May, pp. 134–144.
20. Kent and Allen, ref. 11 above.
21. Dhar, R. and Simonson, I. (1992) «The effect of the focus of comparison on consumer preferences», Journal of Marketing Research, Vol. 29, November, pp. 430–440.
22. Sullivan, M. W. (1998) «How brand names affect the demand for twin automobiles», Journal of Marketing Research, Vol. 35, May, pp. 154–165.
23. Brown, S. P. and Stayman, D. M. (1992) «Antecedents and consequences of attitude toward the ad: A meta–analysis», Journal of Consumer Research, Vol. 19, June, pp. 34—51.
24. Laroche, M., Kim, C. and Zhou, L. (1996) «Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context», Journal of Business Research, Vol. 37, pp. 115–120.
25. Dacin, P. A. and Smith, D. C. (1994) «The effect of brand portfolio characteristics on consumer evaluations of brand extensions», Journal of Marketing Research, Vol. 31, May, pp. 229–242.
26. Mushuknshnan, A. V (1995) «Decision ambiguity and incumbent brand advantage», Journal of Consumer Research, Vol. 22, June, pp. 98–109.
27. Hoch, S. J. and Deighton, J. (1989) «Managing what consumers learn from experience», Journal of Marketing, Vol. 53, April, pp. 1–20.
28. Chattopadhyay, A. and Basu, K. (1990) «Humor in advertising: The moderating role of prior brand evaluation», Journal of Marketing Research, Vol. 27, November, pp. 466–476.
29. Chattopadhyay and Basu, ref. 28 above.
30. Telhs, ref. 19 above.
31. Erdem, ref. 6 above.
32. Dodds, W. В., Monroe, К. В. and Grewal, D. (1991) «Effects of price, brand, and store information on buy-ers» product evaluations», Journal of Marketing Research, Vol. 28, August, pp. 307–319.
33. Smith, D. C. and Park, C. W. (1992) «The effects of brand extensions on market share and advertising efficiency», Journal of Marketing Research, Vol. 29, August, pp. 296–313.
34. Maheswaran, D., Mackie, D. M. and Chaiken, S. (1992) «Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments», Journal of Consumer Psychology, Vol. 1, No. 4, pp. 317–336.
35. Kerin, R. A., Kalyanaram, G. and Howard, D. J. (1996) «Product hierarchy and brand strategy influences on the order of entry effect for consumer packaged goods», Journal of Product Innovation Management, Vol. 13, pp. 21–34.
36. Feldman, J. M. and Lynch, Jr., J. G. (1988) «Self–generat-ed validity and other effects of measurement on belief, attitude, intention, and behavior», Journal of Applied Psychology, Vol. 73, August, pp. 421–435.
37. Dodds et al, ref. 32 above.
38. Muthukrishnan, ref. 26 above.
39. Hoyer, W. D. and Brown, S. P. (1990) «Effects of brand awareness on choice for a common, repeat–purchase product», Journal of Consumer Research, Vol. 17, September, pp. 141–148.
40. Smith and Park, ref. 33 above.
41. Kerin et al., ref. 35 above.
42. Hoyer and Brown, ref. 39 above.
43. Dacin, T. J. and Brown, P. A. (1997) «The company and the product: Corporate associations and consumer product responses», Journal of Marketing, Vol. 61, January, pp. 68—84.
44. Day, G. S. and Deutscher, T. (1982) «Attitudinal predictions of choices of major appliance brands», Journal of Marketing Research, Vol. 19, May, pp. 192–198.
45. Dodds et al, ref. 32 above.
46. Leclerc, E, Schmitt, В. Н. and Dube, L. (1994) «Foreign branding and its effects on product perceptions and atti-tudes», Journal of Marketing Research, Vol. 31, No. 5, pp. 263–270.
47. Rao, A. R. and Monroe, К. В. (1989) «The effects of price, brand name, and store name on buyers» perceptions of product quality: An integrative review», Journal of Marketing Research, Vol. 26, August, pp. 351–357.
48. Smith, T. and Basu, K. (2002) «A view from the top: The impact of market share dominance on competitive posi-tion», Journal of Brand Management, Vol. 10, No. 1, pp. 19–32.
49. Wernerfelt, B. (1988) «Umbrella branding as a signal of new product quality: An example of signaling by posting a bond», Rand Journal of Economics, Vol. 19, No. 3, pp. 458–466.
50. Feinberg, F. M., Kahn, B. E. and McAlister, L. (1992) «Market share response when consumers seek vari-ety», Journal of Marketing Research, Vol. 29, May, pp. 227–237.
51. Laroche et al., ref. 24 above.
52. Feinberg et al., ref. 50 above.
53. Smith, R. E. (1993) «Integrating information from advertising and trial», Journal of Marketing Research, Vol. 30, May, pp. 204–219.
54. Tse, D. K. and Lee, W (2001) «Removing negative country images: Effects of decomposition, branding, and product experience», Journal of International Marketing, Vol. 1, No. 94, pp. 25–48.
55. Aaker, D. A. and Keller, K. L. (1990) «Consumer evaluations of brand extensions», Journal of Marketing, Vol. 54, No. 1, pp. 27–41.
56. Bottomley P. and Doyle, J. R. (1996) «The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller»s model», International Journal of Research in Marketing, Vol. 13, No. 4, pp. 365–377.
57. Keller, K. L. and Aaker, D. A. (1992) «The effects of sequential introduction of brand extensions», Journal of Marketing Research, Vol. 29, February, pp. 35–50.
58. Rangaswamy, A., Burke, R. R. and Oliva, T. A. (1993) «Brand equity and the extendibility of brand names», International Journal of Research in Marketing, Vol. 10, No. 3, pp. 61–75.
59. Taylor, Т., Ulrich, K. and Reibstein, D. (1998) «Brand equity and vertical product line extent», Marketing Science, Vol. 17, No. 4, pp. 356–379.
60. Reddy et al, ref. 18 above.
61. Park, C. W, Milberg, S. and Lawson, R. (1991) «Evaluation of brand extensions: The role of product feature similarity and brand concept consistency», Journal of Consumer Research, Vol. 18, No. 9, pp. 185–193.
62. Broniarczyk, S. M. and Alba, J. W (1994) «The importance of the brand in brand extension», Journal of Marketing Research, Vol. 31, No. 5, pp. 214–228.
63. Dacin and Smith, ref. 25 above.
64. Keller and Aaker, ref. 57 above.
65. Sheinin, D. A. and Schmitt, В. Н. (1994) «Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth», Journal of Business Research, Vol. 31, pp. 1—10.
66. Kerin et al., ref. 35 above.
67. Smith, D. C. (1992) «Brand extensions and advertising efficiency: What can and cannot be expected», Journal of Advertising Research, November/December, pp. 11—20.
68. Smith and Park, ref. 33 above.
69. Morrin, M. (1999) «The impact of brand extensions on parent brand memory structures and retrieval process-es», Journal of Marketing Research, Vol. 36, November, pp. 517–525.
70. Roedder, J. D., Loken, B. and Joiner, C. (1998) «The negative impact of extensions: Can flagship products be diluted?», Journal of Marketing, Vol. 62, January, pp. 19—32.
71. Sheinin, D. A. (2000) «The effects of experience with brand extensions on parent brand knowledge», Journal of Business Research, Vol. 49, pp. 47–55.
72. Kirmani, A., Sood, S. and Bridges, S. (1999) «The ownership effect in consumer responses to brand line stretch-es», Journal of Marketing, Vol. 63, January, pp. 88—101.
73. Lane and Jacobson, ref. 14 above.
74. Simon, H. (1979) «Dynamics of price elasticity and brand life cycles: An empirical study», Journal of Marketing Research, Vol. 16, November, pp. 439–452.
75. Agrawal, D. (1996) «Effects of brand loyalty on advertising and trade promotions: A game theoretic analysis with empirical evidence», Marketing Science, Vol. 15, No. 1, pp. 86–108.
76. Park, C. S. and Srinivasan, V (1994) «A survey–based method for measuring and understanding brand equity and its extendability», Journal of Marketing Research, Vol. 31, May, pp. 271–288.
77. Sethuraman, R. (1996) «A model of how discounting high–priced brands affects the sales of low–priced brands», Journal of Marketing Research, Vol. 33, November, pp. 399–409.
78. Sivakumar, K. and Raj, S. P. (1997) «Quality tier competition: How price change influences brand choice and category choice», Journal of Marketing, Vol. 61, July, pp. 71–84.
79. Allenby, G. M. and Rossi, P. E. (1991) «Quality perceptions and asymmetric switching between brands», Marketing Science, Vol. 10, Summer, pp. 85–204.
80. Grover, R. and Srinivasan, V. (1992) «Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments», Journal of Marketing Research, Vol. 29, February, pp. 76–89.
81. Russell, G. J. and Kamakura, W A. (1994) «Understanding brand competition using micro and macro scanner data», Journal of Marketing Research, Vol. 31, May, pp. 289–303.
82. Bemmaor, A. C. and Mouchoux, D. (1991) «Measuring the short–term effect of in–store promotion and retail advertising on brand sales: A factorial experi-ment», Journal of Marketing Research, Vol. 28, May, pp. 202–214.
83. Blattberg, R. C. and Wisniewski, K. J. (1989) «Price–induced patterns of competition», Marketing Science, Vol. 8, Fall, pp. 291–309.
84. Bucklin, R. E., Gupta, S. and Han, S. (1995) «A brand»s eye view of response segmentation in consumer brand choice behavior», Journal of Marketing Research, Vol. 32, February, pp. 66—74.
85. Sivakumar and Raj, ref. 78 above.
86. Krishnamurthi, L. and Raj, S. P. (1991) «An empirical analysis of the relationship between brand loyalty and consumer price elasticity», Marketing Science, Vol. 10, Spring, pp. 172–183.
87. Kanetkar, V, Weinberg, C. B. and Weiss, D. L. (1992) «Price sensitivity and television advertising exposures: Some empirical findings», Marketing Science, Vol. 11, Fall, pp. 359–371.
88. Boulding, W, Lee, E. and Staelin, R. (1994) «Mastering the marketing mix: Do advertising, promotion and sales force activities lead to differentiation?», Journal of Marketing Research, Vol. 31, May, pp. 159–172.
89. Erdem, Т., Swait, J. and Louviere, J. (2002) «The impact of brand credibility on consumer price sensitivity», International Journal of Research in Marketing, Vol. 19, pp. 1–19.
90. Sullivan, ref. 22 above.
91. Sawyer, A. G. (1981) «Repetition, cognitive response, and persuasion», in Petty, R., Ostrum, Т. М. and Brock, Т. С. (eds) «Cognitive Responses to Persuasion», Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 237–262,
92. Calder, B. J. and Sternthal, B. (1980) «Television commercial wearout: An information processing view», Journal of Marketing Research, Vol. 27, May, pp. 173–186.
93. Campbell, M. and Keller, K. L. (2003) «Brand familiarity and ad repetition effects», Journal of Consumer Research, forthcoming.
94. Kent and Allen, ref. 11 above.
95. Belch, G. E. (1981) «An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance», Journal of Marketing Research, Vol. 18, August, pp. 333–349.
96. Chattopadhyay and Basu, ref. 28 above.
97. Stewart, D. W. and Furse, D. H. (1986) «Effective Television Advertising: A Study of 1000 Commercials», D. C. Heath and Co., Lexington, Kentucky.
98. Weinberger, M. G. and Gulas, C. S. (1992) «The impact of humor in advertising: A review», Journal of Advertising, Vol. 21, No. 4, pp. 35–60.
99. Raj, S. P. (1982) «The effects of advertising on high and low loyalty consumer segments», Journal of Consumer Research, Vol. 9, June, pp. 77–89.
100. Hsu, J. L. and Liu, G. S. M. (2000) «Consumer perceptions of fluid milk advertising in Taiwan», International Journal of Advertising, Vol. 19, pp. 471–486.
101. Dhar and Simonson, ref. 21 above.
102. Simonson et al./., ref. 13 above.
103. Machleit, K. A., Allen, С. Т. and Madden, T. J. (1993) «The mature brand and brand interest: An alternative consequence of ad–evoked affect», Journal of Marketing, Vol. 57, October, pp. 72–82.
104. Ahluwalia, R., Burnkrant, R. E. and Unnava, H. R. (2000) «Consumer response to negative publicity: The moderating role of commitment», Journal of Marketing Research, Vol. 37, May, pp. 203–214.
105. Dawar, N. and Pillutla, M. M. (2000) «Impact of product– harm crises on brand equity: The moderating role of consumer expectations», Journal of Marketing Research, Vol. 37, May, pp. 215–226.
106. Montgomery, D. B. (1975) «New product distribution: An analysis of supermarket buyer decisions», Journal of Marketing Research, Vol. 12, August, pp. 255–264.
107. Fader, P. S. and Schmittlein, D. C. (1993) «Excess behavioral loyalty for high–share brands: Deviations from the Dirichlet model for repeat purchasing», Journal of Marketing Research, Vol. 30, No. 11, pp. 478–493.
108. Lai, R. and Narasimhan, C. (1996) «The inverse relationship between manufacturer and retailer margins: A theory», Marketing Science, Vol. 15, No. 2, pp. 132–151.
109. Derbaix, С. М. (1995) «The impact of affective reactions on attitudes toward the advertisement and the brand: A step toward ecological validity», Journal of Marketing Research, Vol. 32, November, pp. 470–479.
110. Corn, G. J. and Weinberg, С. В. (1984) «The impact of comparative advertising on perception and attitude: Some positive findings», Journal of Consumer Research, Vol. 11, September, pp. 719–727.
111. Chattopadhyay, A. (1998) «When does comparative advertising influence brand attitude? The role of delay and market position», Psychology and Marketing, Vol. 15, August, pp. 461–475.
112. Momn, ref. 69 above.
113. Broniarczyk and Alba, ref. 62 above.
114. Bucklin et al, ref. 84 above.
115. Blair, M. E. and Innis, D. E. (1996) «The effects of product knowledge on the evaluation of warranteed brands», Psychology and Marketing, Vol. 13, August, pp. 445–456.
116. Nowlis, S. M. and Simonson, I. (1996) «The effect of new product features on brand choice», Journal of Marketing Research, Vol. 33, February, pp. 36–46.
117. Shmip, T. A., Stuart, E. W and Engle, R. W. (1991) «A program of classical conditioning experiments testing variations in the conditioned stimulus and context», Journal of Consumer Research, Vol. 18, June, pp. 1–12.
118. Meyers–Levy, J. (1989) «The influence of a brand name»s association set size and word frequency on brand memory», Journal of Consumer Research, Vol. 16, September, pp. 197–207.
119. Farquhar, P. H. and Herr, P. M. (1992) «The dual structure of brand associations», in Aaker, D. A. and Biel, A. L. (eds) «Brand Equity and Advertising: Advertising»s Role in Building Strong Brands», Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 263–277.
120. Keller, K. L., Heckler, S. and Houston, M. J. (1998) «The effects of brand name suggestiveness on advertising recall», Journal of Marketing, Vol. 62, January, pp. 48—57.
121. Meyers–Levy, ref. 118 above.
122. Farquhar and Herr, ref. 119 above.
123. Mushukrishnan, ref. 26 above.
124. McCarthy, M. S., Heath, Т. В. and Milberg, S. J. (2001) «New brands versus brand extensions, attitudes versus choice: Experimental evidence for theory and practice», Marketing Letters, Vol. 12, No. 1, pp. 75–90.
125. Roedder, J, D. (1999) «Consumer socialization of children: A retrospective look at twenty–five years of research», Journal of Consumer Research, Vol. 26, December, pp. 183–213.
126. Achenreiner, G. B. and Roedder, J, D. (2001) «The meaning of brand names to children: A developmental investigation», Journal of Consumer Psychology, forthcoming.
127. Nguyen, L. T. and Roedder, J, D. (2001) «Abercrombie&Fitch — That’s me»: Brand names in children’s self concepts», working paper.
128. Zhang, S. and Sood, S. (2001) «Differences between children and adults in brand extension evaluations: The role of category similarity and rhyming names», Journal of Marketing, forthcoming.
129. Dekimpe, M. G., Mellens, M., Steenkamp, J. В. Е. M. and Abeele, P. V (1996) «Erosion and variability in brand loyalty», Report of the Marketing Science Institute, pp. 96–114.
130. Doyle, P. (2001) «Shareholder value–based brand strategies», Journal of Brand Management, Vol. 9, September, pp. 20–30.
131. Chaudhuri, A. and Holbrook, M. B. (2001) «The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty», Journal of Marketing, Vol. 65, April, pp. 81–93.
132. Montgomery, ref. 106 above.
133. Gronhaug, K., Hem, L. and Lines, R. (1981) «Exploring the impact of product category risk and consumer knowledge in brand extensions», Journal of Brand Management, Vol. 9, No. 6, pp. 463—476.
134. Taylor, T, Ulrich, K. and Reibstein, D. (1998) «Brand equity and vertical product line extent», Marketing Science, Vol. 17, No. 4, pp. 356–379.
135. Buchanan, L., Simmons, C. J. and Bickart, B. A. (1999) «Brand equity dilution: Retailer display and context brand effects», Journal of Marketing Research, Vol. 36, August, pp. 345–355.