The formation of attitudes toward brand extensions: testing and generalising Aaker and Keller's model

Article Abstract:

An analysis of the study made by Aaker and Keller on consumer behavior pertinent to brand extensions and comparisons of the findings of this study with those of Sunde and Brodie shows the lack of agreement on the topic and the necessity of engaging in more intensive empirical research to generate substantial results. Nonetheless, it is established that perception of quality is the deciding factor in influencing consumer response toward brand extensions.

Product Development, Brand choice

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Message strategy by product-class type: a matching model

Article Abstract:

Alternative message strategies in marketing are found to be related to product type classification schemes using a matching model based on the Elaboration Likelihood Model. The motivation, ability and opportunity (MAO) pre-condition identified several variables, such as presence of others, learning experience, media channels and perceived risk. Empirical results show the possible use of the model as a decision-making tool.

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The influence of the market orientation of the firm on sales force behavior and attitudes: further empirical results

Article Abstract:

The model developed by Siguaw et al. regarding the effect of market orientation on the attitude of sales personnel is further examined by including a Turkish example. Moreover, various industries are included in the sampling data. Results reveal that consumer orientations of Turkish companies significantly affect the attitudes and behavior of salespersons. This reaffirms the hypothesis presented by Siguaw et al.

Sales Workers, Sales personnel, Salespeople

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