De-Clutter Your Mind: Seven Worries You Can Drop from Your Research Agenda.

• Autores: Jenni Romaniuk
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 2, 2013, págs. 131-133
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article looks at marketing strategy, as of 2013. The author discusses several marketing models and concepts which she says are commonly referenced in marketing literature but for which there is no empirical evidence of their value or significance, including the concepts of brand personality, brand positioning, and negative word-of-mouth. She outlines the available evidence on questions including whether brand differentiation is necessary and whether consumer rejection of brands is a frequent occurrence. Other topics include brand loyalty and key performance indicators (KPIs).