Researching international "brand equity": a case study

Article Abstract:

The developing "brand equity" of a multinational's product to be marketed globally such as Chivas Regal has been studied. Results showed that international promotions using a standardized proposition and centrally coordinated and executed advertising has significant impact on brand equity. It is important to find a definition core value of the product and careful thought on pursuing market and brand information in building foundation for future planning. Optimal combination of press execution helps ensure optimal advertising execution and assessment of running ad campaign is important to help find areas for improvement.

Planning of Marketing, Advertising, Business planning, Sales promotions, Market strategy

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Warranty strategy: a solution to hybrid product woes?

Article Abstract:

Hybrid products are results of corporate and manufacturing expansions done by multinational companies. The big companies that produce hybrid products do so in pursuit of higher profits, by taking the manufacturing aspect of production to places with lower labor costs. In the process, product quality may be compromised, thus affecting original warranty coverages. Global companies compensate for possible decline in sales by offering wider warranty coverages with longer durations than standard packages.

Warranties, Product Warranty Extension Insurance, All Other Insurance Related Activities, Warranty, Consumer confidence, Extended warranties

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The role of accent on the credibility and effectiveness of the international business person: the case of Guatemala

Article Abstract:

The effects of a business person's accent on a target audience are assessed in a study of Guatemalan university graduate students. The study focused on perceptions of effectiveness, credibility, competence, friendliness and intentions to buy relative to a salesperson's accent. Results show that a salesperson presenter without a foreign accent is viewed as more friendly than one with a non-standard accent.

Research, Speech, Truthfulness and falsehood, Accents and accentuation, Accentuation (Linguistics)

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