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Abstract
Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some "real world" issues that might limit the branded app's success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

It's no secret that an aggressive co‐op advertising campaign can make an important difference in the marketing of branded consumer products. Consumers do buy the items by brand name, and therefore they can and will respond to the kind of "where‐to‐buy" information that conventional use of co‐op allowances delivers so well.

The purchase of generic drugs has been increasingly encouraged by Governments, as a way of reducing health costs. However, their acceptance by consumers is not that straightforward and it has been seen some resistance associated with lack of information and some other factors, including loyalty to previously used branded products. Thus, this dissertation aims to study the consumers' preferences over generic drugs, by clarifying some of these speculations while trying to check whether the data confirms these reasonings. This was possible by exploring a rich database from the Portuguese National Association of Pharmacies, which includes very detailed information of each medicine sales at pharmacies in Portugal. The results show that when introducing one more equivalent generic medicine in a group, the individual share of each drug decreases, although the generic ones suffer a higher decrease in their shares. Additionally, generic drugs tend to have a lower individual share than the equivalent branded medicines. Afterwards, over a short time, even on year-on-year comparisons, the shares of generic drugs tend to increase, opposed to the shares of branded products, which indicates a relatively fast change in preferences, based on the speed of information spreading and reputation building. Although in the analyzed sample people buy more generic than non-generic drugs, it is shown that if one more generic medicine and the correspondent proportion of branded drugs is introduced such that the proportion of equivalent generic drugs remains unchanged, the branded products will immediately capture a higher market share.

Thailand's One Tambon One Product (OTOP) branded handicraft and food export program is expected in 2016 to reach nearly US$3 billion, with products coming from approximately 6,000, five-star-ranked community-based and small–medium enterprises countrywide. This study therefore examined influences of perceived quality, perceived price, trust, and satisfaction on enterprise export performance using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized interrelationships on the variables' effect on export performance. The vast majority of the entrepreneurs selected by simple random sampling either owned or worked in groups that had 50 or fewer employees, which represented 472 of the survey's 500 respondents, or 94.4%. Additional results indicated a high and positive correlation between perceived quality, perceived price, trust and satisfaction, and export performance, with the most significant factor affecting export performance being customer satisfaction. In addition, perceived quality also has a positive and direct effect on trust as well as on the exporter's customer satisfaction. Perceived price plays a role as well and has a direct and positive impact on both customer satisfaction and a customer's trust of the exporter. Perceived quality also affects export performance in a direct and positive way with trust having a direct and positive impact on satisfaction.

"The NBER Bulletin on Aging and Health provides summaries of publications like this. You can sign up to receive the NBER Bulletin on Aging and Health by email. The US Food and Drug Administration (FDA) expends considerable efforts in regulating medications approved for use. Yet the impact of medication labeling changes on brand pharmaceutical products, and whether and what firms do to respond to increased information regarding the safety and efficacy of a drug, have not be characterized. We propose a behavioral framework for examining the effects of FDA advisories on branded pharmaceutical firms and their products. We empirically assess the impact of recent FDA advisories on the stock market valuations of a sample of branded pharmaceutical manufacturing firms using event study methods. We examine whether and how branded pharmaceutical manufacturers respond to an advisory by assessing changes in promotion compared to non-affected firms. We find firms targeted by an advisory have average stock price declines of 3% in three days and 11% in five days following the advisory release, and in turn appear to decrease total physician-directed promotion spending, journals ads and detailing visits significantly six months following the advisory release; the provision of free samples is unaffected. We find no changes among therapeutic substitutes unaffected by the advisory. Results of sensitivity analyses suggest firms with market dominant positions experience similar decreases in stock market valuations and physician-directed promotion compared to pooled results. The results are also robust to alternative definitions of the timing of advisory release dates and the severity of advisories' wording. Theory and empirical results suggest the public release of FDA advisories negatively impacts firm's short-term market valuations. The results suggest an additional rationale for previously documented declines in prescribing after FDA advisory releases - significant declines in physician-directed promotion following FDA advisory releases; the combined (and likely correlated) effects of the release of the advisory and declines in physician-directed promotion on prescribing behavior are likely larger than the sum of the independent effects"--National Bureau of Economic Research web site

Abstract: In this book discussion, a panel of advertising, communication, and media studies scholars meet with Emily West to discuss her 2022 book Buy Now: How Amazon Branded Convenience and Normalized Monopoly (MIT Press). The conversation unpacks key concepts from the book, such as platform capitalism, affective branding, and distribution fetishism, which examine how Amazon's unique approach to scaling its business and normalizing surveillance has made it a dominant global entity. West emphasizes Amazon's focus on service and relational marketing, contrasting it with aspirational brands like Nike or Coca-Cola. The group focuses on the book's exploration of the "served self," a consumer subjectivity shaped by convenience-driven platforms, and how Amazon's practices reduce consumer decision-making power. They also explore Amazon's global expansion strategy, noting its success in India and failure in China, and its influence on retail markets worldwide. The talk also touches on Amazon's branding and advertising strategy, particularly its use of algorithms to control product visibility, and its expanding role in digital advertising, such as displaying ads on Echo Show devices. The participants reflect on how West's book can be used in teaching to help students understand corporate monopolies, platform power, and consumer culture in the digital age.

A labelling assessment study of Greek prepacked "quality label" cheeses was conducted with a view to provide an overview of the whole category. In total, 158 prepacked products belonging to 19 "quality label" cheeses were identified in the Greek market. Among them, Feta had the highest share followed by Kasseri, Graviera Kritis, Kefalograviera and Ladotyri Mitilinis with 81, 16, 15, 11 and 9 products found in the market, respectively. For the rest of the 14 cheeses, the share was limited, ranging from 1 to 4. All labelling indications, nutritional information, claims and other labelling data were recorded and analysed in relation to their compliance against European food law requirements. The results of the analysis showed that for only 6 of the 19 cheeses, all products fully complied with EU labelling legislation. Among the 14 mandatory labelling requirements, the lowest overall compliance was observed for allergens declaration (65%). The analysis of the nutritional data showed a remarkable variability between cheeses and products. Differences in the nutritional characteristics were more pronounced among soft, semi-hard, hard and whey cheese. The above data were entered into an archival database. Application of global harmonisation and standardisation guidelines and tools lead to the initialisation of a branded food composition database (BFCD), conceptualising a specialised database for "quality label" foods.

Celebrity endorsement is a global billion-dollar business used by food, beverage and restaurant companies to influence dietary behaviors that may contribute to overweight and obesity. Evidence suggests that existing government policies and industry self-regulatory programs in the United States (US) do not adequately protect young Americans from celebrity endorsement that promotes energy-dense and nutrient-poor food and beverage products. This PhD dissertation describes four studies that examine the nature, extent, and perceived influence of celebrity endorsement used by business firms and non-profit organizations to promote branded food and beverage products or branded campaigns to American children, adolescents and millennial young adults to inform future research and policies to promote healthy food environments. Study one created a database of US celebrities (n=732) involved with food and beverage group, brand or product endorsements (1990-2017) to examine celebrity profiles and their endorsement relationships, company partnerships, the nutritional profile of products and brands. Evidence was analyzed using Python version 3.5.5 and SPSS version 24. Study two examined celebrities associated with the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign (2015-2016). Evidence was analyzed using data visualization tools supported by Python and SPSS, and results informed the FNV Campaign. Study three used Q methodology to explore the views of Millennials, born 1981-1994 (n=40) at Virginia Tech about celebrity endorsement of food and beverage products and brands. Participants sorted 48 celebrity images depicting brand and product endorsements on a normal distribution (+4 to -4) based on celebrity trustworthiness and complete a post Q-sort questionnaire. Data analysis used PQMethod 2.35 statistical software program, centroid factor analysis, and qualitative interpretation of unique factor arrays for sorters. Study four identified relevant evidence about US celebrity endorsement of food and beverage ...

Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agricultures (USDAs) Smart Snacks Standards. Logistic regression was used to explore associations between celebrities demographic profiles and the nutritional profiles of products. Results showed 542 celebrities were associated with 732 endorsements representing 120 brands of 59 companies across 10 food and beverage categories. Two thirds (67.2%; n = 80) of the brands represented EDNP products that did not align with the USDAs Smart Snacks Standards. Logistic regression analysis indicated that Millennial ( p = 0.008) and male celebrities ( p = 0.041) were more likely to endorse EDNP products than Generation Z teen and female celebrities, respectively. No statistical significance was observed for celebrities of other demographic profiles. This study may inform future policies and actions of the US government, industry, researchers and consumer advocacy organizations to use celebrity endorsement to promote healthy food environments for Americans. ; Published version

China as a hot luxury market has witnessed high growth in luxury sales despite the COVID-19. In recent years, many luxury companies have further improved their brand value and influence via co-branding strategies, however, their brand cooperation received mixed evaluations. Drawing on the conceptual blending theory and self-concept consistency theory, this paper constructs and verifies the structural equation model of consumer evaluation of luxury co-branding from the perspectives of the brands and the consumers. The study reveals that luxury co-branding fit, advertising types and the consumers' life-role transition have a positive impact on consumer evaluation. Both the type of advertising and consumers' life-role transition have a moderating effect on consumer evaluation. Specifically, (i) In luxury co-branding, the co-branded products paired with a high fit between the values of the cooperative brands are more likely to receive high consumer evaluation; (ii) The publicity of the brand image of the co-branded products has a stronger moderating effect on the perceived quality, appeal and purchase intention of luxury users than the publicity of the features of the co-branded products; (iii) For luxury brands with a high degree of joint fit, consumers who have not experienced life-role transformation have a stronger regulatory effect on consumers' perceived quality, attractiveness and purchase intention than consumers who have experienced life-role transformation.

Selective bias is the tendency to interpret information in ways that are consistent with our preconceived notions. If, for example, consumers have different opinions about branded and non-branded versions of certain products, it can also be caused by the fact that they perceive the product differently due to their beliefs about the brand in any way (e.g. previous experience, brand name). With the involvement of several food industry products, I tested the relationship between the brand and perceived taste on two independent groups. During a blind test, I researched whether the favored branded product is really more tastier, and I used the brand test to check the effect of brand awareness on taste.

Mapping the global distribution of children's consumer culture and its conditions of consumption and production, this article argues that while the continuing salience of sacralized understandings of 'childhood' lends enchantment to the means of consumption in the children's culture industry, it also intensifies moral scrutiny of the industry's products and conditions of production. The article examines the strategic use of sacralized understandings of childhood by both the industry and its critics and considers the disjunctive global flows of enchantment, exploitation and critical intervention mediated by information communication technology. It draws on a range of sources, including public domain information on corporations and industry associations, unobtrusive observation of sites of children's consumption, the packaging and promotion of children's toys, games and entertainment, ILO and NGO research on toy production in Export Processing Zones, academic and activist discourse on global consumer capitalism and recent theoretical work in the sociology of childhood.

This essay deploys the joint lenses of branding and space to examine the hegemonic operation of the Apple brand in the global culture industry. It does so by analyzing China's 'fake Apple Store' event in 2011, which began with an American expat blogger's discovery and subsequently caught the attention of global news media. While copying the look of an official Apple Store, these retailers displayed and sold genuine products originally assembled in China. Probing the cultural logic that gave rise to the event, I argue that China's 'fake' Apple Store emblematizes the power relations and subject positions that emanate from Apple's global hegemony. The Apple Store, as a branded environment, is best seen as a heterotopia whose interpellating mechanism relies on the extensive-intensive character of the intellectual property rights (IPR) regime. While China's copycat Apple Store can be seen as an attempt at a production of sameness, the 'user-generated' charge of its 'fakery' stems from the 'distributed' power of the Apple brand, which operates through a production of difference. Even though the varied responses to the event (on the part of Chinese authorities and Apple, the brand owner) reveal the contradiction within Apple's extensive global reach, it more importantly points to a condition wherein consumer turned 'prod-user' subjects act as self-enlisted agents who work to perpetuate the brand's design-intensive value regime. While the spectacle of 'Chinese fakery' manifests the ideological work of IPR in naturalizing the distinction between the copy and the fake, the extensive-intensive operation of the brand, embodied by the Apple Store, also undermines the ability of consumer subjects to meaningfully engage the 'Chinese reality' that is manufacturing labor.

"Branding is a profoundly geographical type of commodification process. Many things become commodities that are compared and valuated on markets around the globe. Places such as cities or regions, countries and nations attempt to acquire visibility through branding. Geographical imaginations are evoked to brand goods and places as commodities in order to show or create connections and add value. Yet, not all that is branded was originally intended and created for markets. This volume aims to broaden current understanding of branding through a series of contributions from geography, history, political studies, cultural, and media studies, offering insight into how ordinary places, objects and practices become commodities through branding. In so doing, the contributions also show how nation, place and product as targets of branding can be seen as intertwined. To discuss these forms of branding, book chapters refer to states, cities, holiday destinations, food malls, movies, dances, post stamps and other items that serve as brands and/or are branded. The book will be of interest to students and scholars in geography, sociology, history, cultural studies and business studies who would like to gain an understanding of the intricate and surprising ways in which things, places, and cultural practices become brands."--Provided by publisher