Search Results - "Kohli, Chiranjeev"

Death bells? Branding in the age of smartphones and AI by Kohli, Chiranjeev S., Ebrahimi, Mahdi, Granitz, Neil

“…Purpose Branding has arguably been the most crucial marketing pillar in the twentieth century. It was effective because of existing consumer behavior, which…”
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The mysterious world of airline pricing: innovative practices and strategies for profit by Kohli, Chiranjeev S., Habibi, Mohammad Reza

“…Purpose Business success and pricing are very closely intertwined. This study aims to explain how businesses can improve their profitability by relying on…”
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The sharing economy: a hedge against recession setbacks by Habibi, Mohammad Reza, Kohli, Chiranjeev S.

“…Purpose This paper aims to provide lessons from the emergence of the sharing economy after the 2008 recession and helps managers prepare more effectively for…”
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The effects of perceived scarcity on consumers’ processing of price information by Suri, Rajneesh, Kohli, Chiranjeev, Monroe, Kent B.

“…This research examines how perceived scarcity influences consumers' processing of price information. To explain the effects of scarcity, a conceptual framework…”
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Creating brand identity: a study of evaluation of new brand names by Kohli, Chiranjeev S., Harich, Katrin R., Leuthesser, Lance

“…This research focuses on branding strategies for new products. Meaningful brand names (those that suggest a positive attribute or benefit of the product) are…”
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Can brand image move upwards after Sideways? A strategic approach to brand placements by Thomas, Sunil, Kohli, Chiranjeev S.

“…In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality…”
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DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation by Pichler, Shaun, Kohli, Chiranjeev, Granitz, Neil

“…Generation Z, or Gen Z, represents 24% of the U.S. population and is very different from earlier generations. A higher proportion of Gen Zers are earning…”
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Brand origin: conceptualization and review by Thakor, Mrugank V.

“…Argues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many…”
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Corporate identity: The role of mission statements by Leuthesser, Lance, Kohli, Chiranjeev

“…Most mission statements have been found to lacking in the criteria provided by marketing strategy literature. Value statements, images and themes have been…”
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Will social media kill branding? by Kohli, Chiranjeev, Suri, Rajneesh, Kapoor, Anuj

“…The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant…”
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Disfluent vs. fluent price offers: paradoxical role of processing disfluency by Motyka, Scott, Suri, Rajneesh, Grewal, Dhruv, Kohli, Chiranjeev

“…Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their…”
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Comparing fixed price and discounted price strategies: the role of affect on evaluations by Suri, Rajneesh, Manchanda, Rajesh V, Kohli, Chiranjeev S

“…Price is an important variable because it has a direct impact on a company's profitability. However, there is limited evidence to support the effectiveness of…”
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A study of the antecedents of slogan liking by Dass, Mayukh, Kohli, Chiranjeev, Kumar, Piyush, Thomas, Sunil

“…A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has…”
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Brand evaluations: a comparison of fixed price and discounted price offers by Suri, Rajneesh, Manchanda, Rajesh V, Kohli, Chiranjeev S

“…While fixed price offers are quite common in the marketplace, there is limited empirical evidence that documents the effectiveness of these offers in…”
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The price is right? Guidelines for pricing to enhance profitability by Kohli, Chiranjeev, Suri, Rajneesh

“…Pricing is a key element of the marketing strategy. It does not require significant investments or resources, and is perhaps the most accessible lever to…”
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A brand is forever! A framework for revitalizing declining and dead brands by Thomas, Sunil, Kohli, Chiranjeev

“…Over the years, numerous brands—such as Oldsmobile, Pan Am, and Woolworth—have met untimely deaths. Many more have steadily declined into oblivion, while…”
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A Korean, a Chinese, and an Indian walk into an American bar: Tapping the Asian-American goldmine by Chen, Steven, Kim, Yuna, Kohli, Chiranjeev

“…Historically, globalization has been synonymous with mega brands’ expansion into international markets. However, changes in the marketing landscape—namely,…”
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Textbooks for the YouTube generation? A case study on the shift from text to video by Granitz, Neil, Kohli, Chiranjeev, Lancellotti, Matthew P.

“…A case study is used to achieve two research objectives: To understand students' attitudes, behavior toward, and satisfaction with videobooks vs. traditional…”
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Online video modules for improvement in student learning by Lancellotti, Matthew, Thomas, Sunil, Kohli, Chiranjeev

“…The objective of this teaching innovation was to incorporate a comprehensive set of short online video modules covering key topics from the undergraduate…”
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Product Positioning: A Comparison of Perceptual Mapping Techniques by Kohli, Chiranjeev S, Leuthesser, Lance

“…Product positioning is a crucial component of competitive marketing strategy. Perceptual mapping techniques are frequently used to aid managers in making…”
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