Do Horizontal Line Extensions Hurt Brand Equity? The Role of Brand and Category Characteristics

2011 ◽  
Author(s):  
Sandeep R. Chandukala ◽  
Rebecca J. Slotegraaf ◽  
Kevin Cooney
Keyword(s):  
Brand Equity ◽  
Horizontal Line ◽  
Line Extensions

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role

Art-event image in city brand equity: mediating role of city brand attachment

2020 ◽  
Vol 6 (3) ◽  
pp. 491-509
Author(s):  
Deepa Jawahar ◽  
Vinney Zephaniah Vincent ◽  
Anju Varghese Philip
Keyword(s):  
Brand Equity ◽  
Regional Climate ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Mediating Role ◽  
Art Form ◽  
Tourism Product ◽  
Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

scholarly journals Available options for doing more with less: laboraory automation as one tool in the arsenal

1998 ◽  
Vol 20 (3) ◽  
pp. 87-89
Author(s):  
Stephen Scypinski ◽  
John Baiano ◽  
Theodore Sadlowski
Keyword(s):  
Laboratory Automation ◽  
Drug Discovery Process ◽  
Contract Research Organization ◽  
Advantages And Disadvantages ◽  
Line Extensions ◽  
Use Of Resources ◽  
Analytical Development ◽  
Effective Use ◽  
Case Basis

Projects that require analytical support can evolve from a number of different situations, for example new molecular entities from drug discovery; process changes; packaging changes; site changes; line extensions; and inlicensed projects and compounds. Laboratory automation has been shown to provide a viable and practical solution to assisting in analytical development. However, it is not always the most logical answer. A truly flexible and responsive analytical unit will make a decision on a case-by-case basis, when faced with a new project, whether it is best to: automate some or all aspects/testing involved; contract out to a reputable and approved contract research organization (CRO); hire temporary help; use available in-house resources; use a combination of the options shown above (for example to evaluate the complexity of the new project versus what the in-house resources are currently working on). The paper discusses the advantages and disadvantages of the various options with respect to providing analytical support and suggests optionsfor the most effective use of resources. The role of automation as one of the important tools in the arsenal of these options is highlighted.

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