The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilisation within the United States. The Tea Party, a movement which brought together a number of disparate groups, some new, some established, utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer facing approach, lack of ...

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Modular product portfolio architecture to maximize shared systems/components among products is increasingly popular in product development for reasons of economy of scale and scope. Product development is no longer sufficient to consider only a single product. Instead, it must also consider the needs of a brand family or portfolio. One of the main challenges in designing multiple brands from th...

Despite the surge in interest in research on organizational identification, little attention has been paid to investigating the notion of identification in the branding context. Moreover, consumer-brand identification has been conceptualized and opertionalized equally as organizational identification while ignoring both the shortcomings of organizational identification measures and the differen...

Systems Engineering is not a new discipline; the term has been in use since World War II. Yet, whilst there has been no shortage of definitions of the term over the years (not all of which are consistent), there is little consensus on the scope of Systems Engineering. This is particularly true in relation to other overlapping disciplines such as System Dynamics, Operations Research, Industrial ...

Social networks mirror public opinion. Thus, they are of great interest for opinion mining and sentiment analysis. In most cases, sentiment is classified according to a polarity criterion or a linear gradation. Is it possible to learn more complex patterns with limited itemsets? In this article, we investigate brand equity. The goal is to analyze how social groups perceive a given brand. Brand ...

This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this empirical analysis, the authors use survey and experimental data on orange juice and personal computers collected from respondents in Brazil, Germany, India, Japan, Spain, Turkey, and the United States. The results provide s...

It is common for brands to extend into additional product categories. It has been argued that narrow brands (i.e., brands offering a portfolio of similar product categories) have an advantage over broad brands (i.e., brands offering a portfolio of diverse product categories) when extending to a product category that is similar to at least one of the categories in the existing brand portfolio. W...

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among spor...