Abstracts » Business

Norm violations and the role of marketplace comparisons in positioning brands

Article Abstract:

The influence of consumer norms regarding the use of marketplace comparisons on the effectiveness of brand positioning strategies is investigated. With the use of student samples and an experimental method, evidence over a set of three studies that compared a focal brand to an offering from the same product category demonstrates an expected marketplace tactic, while comparing a brand to a rival from another category represents a deviation from the norm. The results are presented with implications for future research.

United States, Comparative Advertising, Analysis, Market positioning, Report

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The Facilitating Influence of Consumer Knowledge on the Effectiveness of Daily Value Reference Information

Article Abstract:

The authors take a look at the Nutrition Labeling and Education Act of 1990 and the percentage of daily values information help consumers and how they use this information. Results show the importance of consumer knowledge and how to use this information.

Regulation, Licensing, and Inspection of Miscellaneous Commercial Sectors, Packaging & Labeling Regulation, Statistical Data Included, Planning, Laws, regulations and rules, Commercial law, Nutrition, Labels, United States. Food and Drug Administration

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The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?

Article Abstract:

Research shows the effectiveness of cause-related marketing on consumer choice is examined. Consumer response is shown to be affected by the company's support of social causes and its perceived motivation underlying its efforts.

Research, Marketing, Consumer behavior

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