Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today’s consumers. The brand has recently been released in New Zealand. This research assesses the effectiveness of ZESPR...

OBJECTIVE To investigate patient satisfaction with 3 models of low-risk obstetrics care: solo care by a GP, group care by GPs, and specialist care. DESIGN Three-arm study comparing results of a self-administered, anonymous questionnaire. SETTING Two academic family practices and the labour and delivery ward in St John's, Nfld. PARTICIPANTS A total of 220 women deemed to have low-risk preg...

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest the popular belief ...

BACKGROUND Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has been proposed to limit brand image, but tobacco companies would resist removal of branding design elements. METHOD A 3 (brand types) x 4 (degree of plain packaging) between-subject experimental design was used, using an internet online method, to expose 813 adult Australian smokers to one...

Introduction, and Discussion, and the answers The author certifies that he has no commercial associations (eg, consultancies, stock ownership, equity interest, patent/licensing arrangements, etc) that might pose a conflict of interest in connection with the submitted article. (Adapted with permission of Lippincott Williams and Wilkins from Brand RA. Writing for Clinical Orthopaedics and Related...

The authors develop a conceptual model of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonin/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors) on behavioural intention. Marketers should gain a detailed understanding of consumers’ perceptions of p...

Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or service. Basically, the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy, co-brand mergers are fre...