Post by arfankj4 on Mar 4, 2024 22:22:46 GMT -5
This study suggests that firms were both responders to and shapers of beauty ideals. It uses case studies of three prominent firms to support the argument. During the nineteenth century Coty and other French firms imagined Paris as the global capital of beauty. During the middle of the twentieth century the strategies of Estée Lauder and other firms drove the rise in importance and prestige of American beauty brands. In the more recent past.
Oréal has fostered a new pluralism in beauty by acquiring American and other international brands and offering global consumers a portfolio of beauty ideals which were both global and locally customized. The article concludes by suggesting that the stratdegies of business enterprises need to be more fully integrated into wider narratives of the history of globalization. AUGUST JMR JOURNAL OF MARKETING RESEARCH Positioning Brands Versus By Paharia Neeru Poland Mobile Number List Jill Avery and Anat Keinan ABSTRACT—We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat rather than hiding it can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor s size and close proximity can help smaller brands instead of harming them.
We find that support for small brands goes up when faced with a competitive threat from large brands versus when they are in competition with brands that are similar to them or when consumers view them outside of a competitive context. This support translates into purchase intention real purchase and more favorable online reviews in a study of over Yelp posts. We argue that this framing the game effect is mediated by consumers motivation to express their views and have an impact on the marketplace through their purchasing.
Oréal has fostered a new pluralism in beauty by acquiring American and other international brands and offering global consumers a portfolio of beauty ideals which were both global and locally customized. The article concludes by suggesting that the stratdegies of business enterprises need to be more fully integrated into wider narratives of the history of globalization. AUGUST JMR JOURNAL OF MARKETING RESEARCH Positioning Brands Versus By Paharia Neeru Poland Mobile Number List Jill Avery and Anat Keinan ABSTRACT—We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat rather than hiding it can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor s size and close proximity can help smaller brands instead of harming them.
We find that support for small brands goes up when faced with a competitive threat from large brands versus when they are in competition with brands that are similar to them or when consumers view them outside of a competitive context. This support translates into purchase intention real purchase and more favorable online reviews in a study of over Yelp posts. We argue that this framing the game effect is mediated by consumers motivation to express their views and have an impact on the marketplace through their purchasing.