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open access

Goodbye Seems to be the Hardest Word: Investigating Why, When, and How to Delete Brands

Description: Branding dates back to centuries ago when traders were trying to distinguish their products from others in order to promise a higher quality to their consumers. Today, brands are considered as intangible resources that can have a significant contribution to the firm performance. Based on the Resource-Based Theory (RBT), valuable, rare, inimitable, and non-substitutable brands are strategic resources that create superior value and play a key role in achieving a sustainable competitive advantage … more
Date: August 2016
Creator: Davari, Arezoo Sadat
Partner: UNT Libraries
open access

Brand Management Capability and Brand Performance

Description: Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primaril… more
Date: August 2016
Creator: Iyer, Pramod P
Partner: UNT Libraries
open access

Can Imagination Travel the Distance? Investigating the Role of Psychological Distance and Construal Level in Consumers' Elaborative Approach

Description: Much of consumer behavior research focuses on how consumers process and evaluate information to make current decision. In contrast, many consumer choices ares are underpinned by the need to make choices that incorporate the past or future, other places, other people and other situations that are seemingly hypothetical. The imagination provides the chief means by which consumers are able to traverse this psychological distance. Construal Level Theory (CLT) explains how individuals are able to pl… more
Date: August 2016
Creator: Dadzie, Charlene Ama
Partner: UNT Libraries
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