Brand Management: Research, theory and practice

positivist paradigm with the more functionalistic brand perspective to an inter- pretive paradigm with a constructivist perspect ...

The economic approach:the brand as part of the traditional marketing mix The point of departure for brand management is that it ...

The consumer-based approach: the brand as linked with consumer associations In 1993 Kevin Lane Keller founded a completely new a ...

because new phenomena arise that cannot be explained by means of the existing theories. A need for new theoretical tools to expl ...

Summary In marketing research, seven brand management approaches have been identified during 1985–2006: the economic approach, t ...

Part II Seven brand approaches ...

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4 The economic approach The economic approach is the first approach of this book and the approach upon which all the consecutive ...

economic approach is more comprehensible and not as complex as some in the consecutive chapters, this chapter is somewhat shorte ...

and the elements of the economic approach serve as a prerequisite for most planning and execution of brand management still toda ...

individual. The economic manis the concept that is often used about these assumptions of human behaviour. The assumptions of the ...

theory of transaction costs builds on the same assumption as the principle of the ‘invisible hand’ that all actors involved in t ...

34 Seven brand approaches of the brand–consumer exchange imply? It implies that every time the primary goal is to achieve a tran ...

Theoretical building blocks of the economic approach The economic approach builds on traditional economic theory of exchange whe ...

The barriers to transactions described in the transaction cost theory stand in oppo- sition to the assumption that consumers act ...

Supporting theme: marketing mix Within the economic approach, where the transaction exchange between the brand and consumers is ...

Product The product represents the tangible, physical product itself and the benefits that the consumer can gain from buying the ...

tigates what signals are the most efficient to reveal the unobserved product qual- ities of a brand. The brand name, packaging o ...

Methods and data of the economic approach The aim of data collection in the economic approach is to gather data that can deliver ...

to price reductions by exploring how promotions are reflected in the demand for a product. Or any other quantitative investigati ...