W propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence, even if specific attributes might be inferior to those of competing, less-established brands. In five exp...

A good business idea very often remains unrealized due to financial, institutional or legislative barriers faced by the young people in developing countries, such as Republic of Serbia. Unfortunately, crisis created proclamation pandemic, which world is facing, deepened problems and further hampered entrepreneurial energy people. On other hand, difficult functioning a situation, pointed new pot...

We propose that ambiguity aversion, as introduced in the literature on decision-making under uncertainty, drives a preference for established brands in multi-attribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence, even if specific attributes might be inferior to those of competing, less-established brands. In five e...

It is common for brands to extend into additional product categories. The most successful extensions involve brands that are associated with benefits that are valued in the extension category. We propose that brand extension success also depends on the accessibility of these benefit associations and that accessibility, in turn, depends on the amount of interference by competing brand associatio...

With the sharp development of economy, sports consumption proportion in people’s daily life is getting bigger and bigger. However, China native sports products sales status is not going well. Presently, most of people will select international famous brands when consume, China native sports brands have been ignored. China sports brands products mainly follow international brands tides; therefor...