Stakeholder Marketing

Stakeholder Theory

Change your perspective: Marketing should not focus on customers only Marketing has traditionally had a rather restrictive focus on customers. In the lead article of the July issue of Journal of

Intended brand associations

Koll und von Wallpach focus on a specific facet of brand associations, brand association match (i.e., the degree of overlap between managerially intended and actual consumer brand associations)

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others.

Destination discount

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands into a discount assortment will benefit both the manufacturers and the

Low Brand Association Stability

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature lists and free associations) and (2) context. The nature of feature lists neglect the core idea

Multi-Method Research

The attitudes and behaviours of consumers towards a brand are influenced by what consumers know and think consciously and unconsciously about the brand. The article by Koll, von Wallpach and Kreuzer