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 ...
Perfect or Imperfect Match : Impact of Brand Schema, Information Transparency and Source of Claim on Apparel Brand's Sustainability Claims Bhaduri, Gargi (University of Missouri--Columbia, 2014)
Ridgway, Jessica Lee (University of Missouri--Columbia, 2011)The goal of this study was to (1) determine if consumers will apply conventional color associations to hues when they are used in a brand's logo, (2) examine whether color affects consumers' perceptions of a brand's ...