Building your brand
Value-added products need a distinct identity -- they need a brand. This publication examines what branding is, why it is important, and the necessary steps to brand your product
Archive version. For the most recent information see extension.missouri.edu.
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Countering the Detrimental Influence of Negative Electronic Word of Mouth on Brands : Effects of Brand Feedback, Stability and Controllability of the Cause of the Problem on Brand Attitudes and Purchase Intentions Bhandari, Manu (University of Missouri--Columbia, 2015)We know that online word of mouth, also called electronic word of mouth (eWOM), such as online product reviews or discussion board posts, about various products and services has a strong influence consumers' buying behavior ...
The effect of brand name congruity and product category on consumers' attitudes toward brand names Hoang, Dung Tuan (University of Missouri--Columbia, 2008)The purpose of this research paper is to examine the attitudes that are associated with brand name congruity and product categories. More specifically, attitudes will be evaluated according to brand names that are congruent, ...
The credible brand model: the effects of ideological congruency and customer-based brand equity on media and message credibility Oyedeji, Tayo A., 1976- (University of Missouri--Columbia, 2008)This study proposes and tests the credible brand model (CBM), a model that explicates the processes by which media audiences make credibility judgments about media outlets and their products. The primary postulate of the ...