In spite of the importance of positioning in advertising research and practices and the
documented assertion that positioning positively affects profitability and long-term success of the …

Lower disposable income among Asian grocery shoppers, heavily discounted private label
grocery brands, relative to national brands, and a favorable retail distribution structure would …

This study extends the brand extension-brand equity research by examining the relatively
new, but pervasive, phenomenon of cobranding. Cobranding is defined as the use of two or …

The paper expands ethics' literature by asking participants to evaluate different scenarios
involving ethical dilemmas. Data from a sample of 536 students show that ethical sensitivity …

This article treats cobranding as a case of brand extension. The paper draws on research of
brand extensions and integrates in it elements from the conceptual combination literature. …

The author compares the efficacy of commercially available and internally developed
standardized tests and evaluates their strengths and weakness in assessing student learning …

Numerous studies have examined the role of age, gender and area of study in shaping
ethical sensitivity. Literature review reveals that one important determinant of ethical behavior, …

The study examined the effects of ownership status of a core brand on cobranding extensions
that vary in terms of direction (upward/downward) depending on the image of the partner …

Discussions of marketing evolution appear to repeat the notion that the production, sales
and marketing orientations evolved episodically. This periodization culminates with the …

Ethical decision-making is an area that has received a lot of attention. Scholars have examined
the effects of different variables on ethical behavior. Research has shown that ethical …