The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that... more
The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that are available to firms. This article proposes a conceptual approach that can assist marketing managers in making a major positioning decision: What type of comparisons should be
Research conducted in the early 1990s in Hungary indicated a lack of knowledgeable and influential personal sources in the cosmetics product category. The purpose of this article is to examine women cosmetics opinion leaders in Hungary... more
Research conducted in the early 1990s in Hungary indicated a lack of knowledgeable and influential personal sources in the cosmetics product category. The purpose of this article is to examine women cosmetics opinion leaders in Hungary approximately ten years into the country’s transition to a market economy. Because of the evolution of the cosmetics market over the past decade and
The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal... more
The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance
This research develops a scale to assess branded product meanings, including quality, values, personal identity, and traditions. Using data gathered in the U.S. and three emerging markets (Romania, Ukraine, and Russia), we demonstrate a... more
This research develops a scale to assess branded product meanings, including quality, values, personal identity, and traditions. Using data gathered in the U.S. and three emerging markets (Romania, Ukraine, and Russia), we demonstrate a valid and reliable measure that exhibits cross-national measurement invariance. Our findings document quality is the most important branded product meaning across countries; identity-related and traditions-related meanings
Corporations and consumers alike welcome cause-related green marketing in developed markets but little is known about consumer responses to such actions in emerging markets. By integrating research on global consumer culture and... more
Corporations and consumers alike welcome cause-related green marketing in developed markets but little is known about consumer responses to such actions in emerging markets. By integrating research on global consumer culture and cause-related marketing, we examine effectiveness of cause-related marketing in two developed (US and England) and two emerging (Brazil and Russia) markets. We focus on effectiveness of global and local water protection causes in relation to both global and local companies and brands.
