Browsing by Author "de Chernatony, Leslie"
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Item Open Access Achieving high response rates : a survey of postal research(1989) de Chernatony, LeslieItem Open Access Brand price recall and the implications for research(1992) de Chernatony, LeslieItem Open Access Branding in an era of retail dominance(1989) de Chernatony, LeslieItem Open Access Collective frames of reference, recognition, and managers' mental models of competition: a test in two industries(1995) Johnson, Gerry; Daniels, Kevin; de Chernatony, LeslieManagers draw upon sources of collective knowledge to cognitively represent strategic issues. It has also be argued that cognition is embedded in social interaction, enabling managers to recognize of others’ cognitions. In two separate industries, this study found that the influences upon managers’ mental models of their competitive environment include industry membership, organizational membership, and management level. The results indicate further that recognition of others’ mental models may be more pronounced than cognitive similarity.Item Open Access A concise overview of business to business marketing research(1989) de Chernatony, LeslieItem Open Access Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model.(Emerald, 2001) McDonald, Malcolm; de Chernatony, Leslie; Harris, FionaExamines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast-moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Particular emphasis is placed on the intangible nature of services and corporate branding and how problems linked to intangible offerings can be overcome. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands.Item Open Access Facilitating consumer choice decisions : the importance of branding cues(1989) de Chernatony, LeslieItem Open Access The fallacy of generics in the UK(1988) de Chernatony, LeslieBy clarifying what is meant by brands, own labels and generics this paper shows that neo-generics, rather than generics, were launched in the UK. It clarifies that neogenerics are in a terminal stage and through an understanding of consumers’ perceptions explains why this has occurred. The advent of true generics in the UK is described and the transition from neo-generics to own labels abroad is noted.Item Open Access Getting the most from postal research(1988) de Chernatony, LeslieItem Open Access Item Open Access The influence of perceived risk on customers' perceptions of market structure(1988) de Chernatony, LeslieItem Open Access Is a high involvement model of consumer behaviour more appropriate when using an involving measure instrument?(1988) de Chernatony, LeslieItem Open Access Issues to be addressed prior to undertaking hierarchical cluster analysis(1988) de Chernatony, LeslieItem Open Access Marketers' and consumers' perceptions of market structure(1988) de Chernatony, LeslieItem Open Access Own labels : an adjunct to brands?(1988) de Chernatony, LeslieItem Open Access Products as arrays of cues : how do consumers evaluate competing brands?(1988) de Chernatony, LeslieItem Open Access Item Open Access The strategic implications of clarifying how marketers interpret 'brands'(1989) de Chernatony, LeslieItem Open Access Theoretical and Methodological issues concerning managers' mental models of competitive industry structures(Cranfield School of Management, 1992) Daniels, Kevin; Johnson, Gerry; de Chernatony, LeslieThe methodology traditionally employed by strategic groups theorists categorizes companies on the basis of objective economic variables such as industry supply characteristics. Other lines of research have suggested that this economic approach is limited, and that a more cognitive approach is needed. Strategic groups theory proposes one way in which companies may be categorized, but it is not clear to what extent mangers categorize their competitors.Item Open Access The varying nature of brands as assets : theory and practice compared(1989) de Chernatony, Leslie