Search Results - "Kohli, Chiranjeev S"

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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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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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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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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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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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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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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Brand equity: the halo effect measure by Leuthesser, Lance, Kohli, Chiranjeev S, Harich, Katrin R

“…The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely on global affect rather than carefully discriminating among…”
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The Strategic Relevance of Innovation: A Pedagogical Perspective by Greene, C. Scott, Harich, Katrin R., Kohli, Chiranjeev S.

“…Innovation is the engine that drives companies. This is particularly true in today's rapidly changing and increasingly competitive marketplace. However, in…”
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