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Positioning Multi-Country Brands: The Impact of Heterogeneity in Cultural Values and Competitive Set
(2013-02)
We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior ...
Modeling Scale Attraction E ffects: An Application to Charitable Donations and Optimal Laddering
(2013-06)
Charities seeking donations usually employ an “appeals scale,” a set of specific suggested amounts presented directly to potential donors. Choosing them well is crucial: if charities select overly high scale points, they ...