Brand morphing across Wal-Mart customer segments

Merrilees, Bill; Miller, Dale

doi:10.1016/j.jbusres.2009.10.008

Cited by 23 publications

(20 citation statements)

References 30 publications

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“…Customers with high levels of brand attachment have greater brand knowledge, expressed through a richer set of brand associations (Low and Lamb, 2000;Merrilees and Miller, 2010). This principle can be broadly inferred in the cocreation domain to improve theoretical development.…”

Section: Proposition 3: High Category Involvement Leads To Greater Cumentioning

confidence: 99%

Customer brand co-creation: a conceptual model

Merrilees

Miller

2015

Marketing Intelligence &Amp; Planning

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113

159

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Section: Proposition 3: High Category Involvement Leads To Greater Cumentioning

confidence: 99%

Customer brand co-creation: a conceptual model

Merrilees

Miller

2015

Marketing Intelligence &Amp; Planning

Self Cite

113

159

View full text Add to dashboard Cite

show abstract

“…Network linking also contributes marketing capabilities to innovation strategies for firm sustainability, sustainable consumption behavior and firm competitive advantage (Mariadoss et al, 2011). Market orientation and management capability act as enabling mechanisms for building marketing capabilities and highlight the innovation capability as the strongest determinant of a firm's performance (Merrilees et al, 2010).…”

Section: Positive Consequences Of Marketing Capabilitiesmentioning

confidence: 99%

“…However, in order to achieve this company should possess certain marketing capabilities. The role of marketing capabilities in achieving company's market and financial success is enormous (Kanibir et al, 2014, Ripolles, 2011, Nalcacia and Yagci, 2014, Merrilees et al, 2010. For instance, firm's product development capability (PDC) influences the launch strategy for a long-lasting product that is sequentially improved over time (Banerjee, 2013).…”

Section: Introductionmentioning

confidence: 99%

The Role of Marketing Capabilities in Firm’s Success

2014

IJSMBA

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Abstract:In our study, we review existing literature with the purpose of illustrating the significance of marketing capabilities and further reconstructing the path from marketing capabilities to organizational outcomes, thus explaining how positive market performance of company is achieved. In the first step, we constructed the path from marketing capabilities to positive organizational performance. Further, we explored certain antecedents of marketing capabilities in order to understand the concept of capabilities deeper. Implications for companies operating on global markets and recommendations have been presented on the basis of extensive literature review.

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“…Part of the solution is to recognise that different stakeholders may attach different meaning to the corporate brand. Although this seems obvious, there is limited theoretical understanding of this issue (see Jones, 2005 ), limited empirical evidence (but see Merrilees and Miller, 2010 ) and few examples of fi rms doing this in practice. Another step in solving the paradox between consistency and diversity is the notion of ' loose coupled organisations ' , providing the relevant pre-conditions are met ( Weick, 1976 ).…”

Section: Cracks Contradictions and Paradoxes: Implications For Theorymentioning

confidence: 99%

Revisiting the complexities of corporate branding: Issues, paradoxes, solutions

2013

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Richard Gyrd-Jonesis employed at both Griffi th University and Copenhagen Business School. Most recently, he was the coordinator of the MSc programme in Marketing Communications Management in Copenhagen. His main areas of research are brand management, corporate branding and stakeholder relations. His most recent research focuses on safeguarding brand value and issues around the implementation of branding strategies at a managerial level. He is particularly interested in the interplay between branding, corporate strategy and innovation in a multi-stakeholder perspective.

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Brand morphing across Wal-Mart customer segments

Cited by 23 publications

References 30 publications

Customer brand co-creation: a conceptual model

Customer brand co-creation: a conceptual model

The Role of Marketing Capabilities in Firm’s Success

Revisiting the complexities of corporate branding: Issues, paradoxes, solutions

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