Superstar and human brand theories predict that the strategic management of athletes as human brands can improve their brand image and increase their market value. This article offers the first ...empirical analysis of whether and how the favorable brand image of a soccer player affects his or her market value by focusing on which performance- or popularity-based attributes affect the favorability of the player's brand image and according market value. Combined primary and secondary data confirm that a positive brand image enhances the market value of human brands; several performance-based (e.g., competences, quality) and popularity-based (e.g., media effectiveness, temper) factors determine this positive brand image. In addition, popularity-based attributes mediate the impact of performance-based attributes on the market value of human brands.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This meta-analysis aimed to compare the efficacy and adverse events, either serious or mild/moderate, of all generic versus brand-name cardiovascular medicines. We searched randomized trials in ...MEDLINE, Scopus, EMBASE, Cochrane Controlled Clinical Trial Register, and ClinicalTrials.gov (last update December 1, 2014). Attempts were made to contact the investigators of all potentially eligible trials. Two investigators independently extracted and analyzed soft (including systolic blood pressure, LDL cholesterol, and others) and hard efficacy outcomes (including major cardiovascular adverse events and death), minor/moderate and serious adverse events. We included 74 randomized trials; 53 reported ≥1 efficacy outcome (overall sample 3051), 32 measured mild/moderate adverse events (n = 2407), and 51 evaluated serious adverse events (n = 2892). We included trials assessing ACE inhibitors (n = 12), anticoagulants (n = 5), antiplatelet agents (n = 17), beta-blockers (n = 11), calcium channel blockers (n = 7); diuretics (n = 13); statins (n = 6); and others (n = 3). For both soft and hard efficacy outcomes, 100 % of the trials showed non-significant differences between generic and brand-name drugs. The aggregate effect size was 0.01 (95 % CI –0.05; 0.08) for soft outcomes; –0.06 (–0.71; 0.59) for hard outcomes. All but two trials showed non-significant differences in mild/moderate adverse events, and aggregate effect size was 0.07 (–0.06; 0.20). Comparable results were observed for each drug class and in each stratified meta-analysis. Overall, 8 serious possibly drug-related adverse events were reported: 5/2074 subjects on generics; 3/2076 subjects on brand-name drugs (OR 1.69; 95 % CI 0.40-7.20). This meta-analysis strengthens the evidence for clinical equivalence between brand-name and generic cardiovascular drugs. Physicians could be reassured about prescribing generic cardiovascular drugs, and health care organization about endorsing their wider use.
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BFBNIB, EMUNI, FIS, FZAB, GEOZS, GIS, IJS, IMTLJ, KILJ, KISLJ, MFDPS, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, SBMB, SBNM, UKNU, UL, UM, UPUK, VKSCE, ZAGLJ
•Head-mounted display (HMD) virtual reality (VR) facilitates consumer learning.•Virtual product appeal strengthens the effect of branded VR games on brand attitude.•Brands in head-mounted display VR ...games can elicit emotional response.•Emotional response mediates the effect of branded VR games on brand responses.
Virtual reality (VR) marketing is here to stay—or at least that is what is generally believed. Head-mounted display (HMD) VR hardware is rapidly becoming more accessible to the general public, and businesses have started adopting VR as an experiential marketing platform. In this study, we examine two affective mechanisms that play a role in the workings of branded VR games in an HMD VR context: (1) virtual product appeal and (2) emotional response. We conducted a between-subjects (branded VR game vs. non-branded VR game) lab experiment (N = 81) among young adults who were recruited via the university’s lab recruitment system. During the experiment, participants used HTC Vive hardware with hand-held controllers. The results show that virtual product appeal strengthens the effect of brands in VR games on brand attitude. Moreover, brands in VR games elicit emotional responses, which subsequently drive brand attitude and purchase intention.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The purpose of this study is to see whether product brand names that use foreign languages, especially English, are perceived as higher quality, more luxurious, and more modern than product brand ...names that use local languages by consumers in developing countries. The population in this study were residents of Banten Province, Indonesia. Data collection using a questionnaire distributed via google form and collected as many as 275 respondents' answers. The analysis method uses paired sample mean difference test. The results showed that foreign brand names that use foreign languages are perceived as higher quality, more luxurious, and more modern than brand names that use local languages. Therefore, giving product brand names whose markets are consumers in developing countries, using foreign language brand names, especially English, will be preferred by consumers.
Although marketing researchers agree that brand authenticity has various meanings, little consensus exists concerning the number of meanings and what those meanings entail. This paper addresses this ...lack of clarity in the literature by introducing the Entity-Referent Correspondence (ERC) Framework of Authenticity. The ERC Framework provides an overarching definition of authenticity—a consumer’s perception of the degree to which a supposed authentic
entity corresponds with
or is “true to” something else, which we label a
referent
. The ERC Framework also suggests three types of authenticity—
true-to-ideal
,
true-to-fact
, and
true-to-self
—that are consistent with the general definition yet are distinct. Each type may manifest in a variety of ways in a brand context, suggesting that brand authenticity is not a singular concept. The framework also proposes nomological nets that explain how consumers form perceptions of each type, how the types lead to managerially relevant outcomes (e.g., expected quality, trust), and how the types affect each other. This research advances the literature on brand authenticity by offering three types of conceptual contributions as identified by MacInnis (
2011
):
integrating
,
differentiating
, and
delineating
.
The language used in brand names and product labels has various effects on consumer perceptions. A language that is spoken all over the world such as English is one of the most widely spoken and used ...languages in advertising. Another view regarding the use of foreign languages is that consumers spend more effort mentally because they attract more attention than their language and thus the memorability of the products is higher. Consumers' perception of the language used in brand names and product labels may not be the same for all products. Since the motivation of consumers to buy these products will be different, it can be expected that the effects of the language used will be different. In this study, a scenario-based experiment is utilized by manipulating brand name, product label, and product type. According to the results, there is a significant two-way interaction effect of brand name and product label; consumers' product evaluation and purchase intention are higher for foreign brand names (vs. local) and Turkish-English product labels (vs. just in Turkish). Although not hypothesized, there is also a three-way interaction among brand name, product label, and product type.
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Now in its fifth edition, this popular textbook continues to provide students with a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the ...authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers.
Generic medications are bioequivalent to brand-name medications, but the quality and purity of generic medications are still debatable. The aim of this study was to compare the generic product of ...metformin (MET) to its branded counterpart using pure MET powder as a reference. Quality control tablet assessment and in vitro evaluation of drug release were carried out in various pH media. Additionally, several analytical methods and thermal techniques were used, namely differential scanning calorimetry (DSC), thermogravimetric analysis (TGA), X-ray diffraction (XRD), scanning electron microscopy (SEM), Fourier-transform infrared (FTIR), and confocal Raman microscopy. The results showed a significant difference between the two products. In terms of friability assessment, mean resistance force, and tablet disintegration, the generic MET product showed significant weight loss, higher mean resistance force, longer disintegration time, and a slower rate of drug release. In addition, DSC and TGA showed that the generic product had the lowest melting point and the least weight loss compared to the branded product and pure powder. XRD and SEM demonstrated some changes in the crystallinity structure of the molecule particles for the generic product. Additionally, FTIR and confocal Raman revealed the same peaks and band shifts in all samples, but with differences in the intensity for the generic tablet only. The observed differences could be due to the use of different excipients in the generic product. The possibility of forming a eutectic mixture between the polymeric excipient and metformin in the generic tablet was presumed, which might be attributed to alterations in the physicochemical properties of the drug molecule in the generic product. In conclusion, using different excipients might have a significant effect on the physicochemical properties of drugs in generic formulations, leading to significant changes in drug release behavior.
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IZUM, KILJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
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