1,721,511 research outputs found
Cobranding et valeur de la marque
No full textCet article se concentre sur les accords de co-branding, cherchant à en approfondir les variantes possibles, les bénéfices et risques potentiels, les implications stratégiques et les éléments d'évaluation prioritaires dans la perspective de la maruqe d'accueil. Dans la section de conclusion est proposée une méthode propre à évaluer les effets d'interaction entre les marques partenaire
Typical Products and Marketing Strategies for Sicilian Olive Oils
Full text linkThe research analyses the Sicilian Protected Designation of Origin (PDO) olive oils chain in the contest of Sicilian rural development and as an instrument aimed to add value to agricultural production. Olive oil is a characteristic product of Southern Italian and Mediterranean agriculture and one of the main agro-food production of some Southern Italian Regions; it plays a leading role in Sicilian agricultural production and it can be considered the mort representative typical products of Sicilian rural environment, rural culture and eno-gastronomic tradition. Origin labelled oils are a small but important part of extra virgin olive oil chain process. Even if the present production areas of Sicilian PDO olive oils cover a large part of the region and almost the whole region constitutes a wide quality oil production area, the sold amounts of these products result still lower than the potential. To propose a strategy aimed to improve Sicilian typical oil market, we analysed demand and supply, opportunities and threats. Improving proposals are classified according to supply chain subjects and marketing mix steps.Marketing,
CONSUMER EVALUATIONS OF BRAND EXTENSION: THE IMPACT OF BRAND RELATIONSHIP QUALITY AND NAMING STRATEGYEVALUACIONES DE CONSUMIDORES SOBRE EXTENSIONES DE MARCA: EL IMPACTO DE LA RELACIÓN CALIDAD/MARCA Y LA ESTRATEGIA PARA LA ELECCIÓN DE NOMBRE
No full textThis study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit between the products involved in the extension decision (high vs. low), the naming strategy chosen for the new product (parent brand vs. sub-brand prominence), and the level of brand relationship quality (high vs. low). The dependent variable is the consumers’ evaluation of brand extension.
The findings suggest that when brand relationship quality is high consumers evaluate the extension more favourably, no matter the level of category fit. When category fit is high (low) and brand relationship quality is high, however, evaluations of the extension are enhanced if the parent-brand name (sub-brand) is more prominent. If brand relationship quality is low, brand naming strategy does not affect consumers ́ evaluation.
Este estudio analiza el impacto de la relación calidad/marca y las estrategias para dar nombre a la marca en base al éxito de las extensiones de marca. Los autores presentan los resultados de un experimento basado en un diseño 2X2X2, donde se consideran las siguientes tres variables: la afinidad de categorías entre los productos involucrados en el ámbito de la decisión (alta frente a baja), la estrategia para elegir el nombre del nuevo producto (nombre original frente a la importancia de la sub-marca) y el nivel de relación calidad/marca (alta frente baja). La variable dependiente es la evaluación de los consumidores sobre la extensión de la marca
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
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