Marketing_Management_14th_Edition-min

Room for Growth in Printer Market,” Wall Street
Journal, June 28, 2001.
44. Dilip Soman and John T. Gourville, “Transaction
Decoupling: How Price Bundling Affects the Decision to
Consume,” Journal of Marketing Research 38 (February
2001), pp. 30–44; Ramanathan Subramaniam and R.
Venkatesh, “Optimal Bundling Strategies in Multiobject
Auctions of Complements or Substitutes,” Marketing
Science 28 (March–April 2009), pp. 264–73.
45. Anita Elberse, Bye-Bye Bundles: The Unbundling of
Music in Digital Channels,” Journal of Marketing 74
(May 2010), pp. 107–23.
46. Akshay R. Rao, Lu Qu, and Robert W. Ruekert,
“Signaling Unobservable Quality through a Brand Ally,”
Journal of Marketing Research 36 (May 1999),
pp. 258–68; Akshay R. Rao and Robert W. Ruekert,
“Brand Alliances as Signals of Product Quality,” Sloan
Management Review (Fall 1994), pp. 87–97.
47. Bernard L. Simonin and Julie A. Ruth, “Is a Company
Known by the Company It Keeps? Assessing the
Spillover Effects of Brand Alliances on Consumer
Brand Attitudes,” Journal of Marketing Research 35
(February 1998), pp. 30–42; see also, C. W. Park, S. Y.
Jun, and A. D. Shocker, “Composite Branding
Alliances: An Investigation of Extension and Feedback
Effects,” Journal of Marketing Research 33 (November
1996), pp. 453–66.
48. Tansev Geylani, J. Jeffrey Inman, and Frenkel Ter
Hofstede, “Image Reinforcement or Impairment: The
Effects of Co-Branding on Attribute Uncertainty,”
Marketing Science 27 (July–August 2008), pp. 730–44;
Ed Lebar, Phil Buehler, Kevin Lane Keller, Monika
Sawicka, Zeynep Aksehirli, and Keith Richey, “Brand
Equity Implications of Joint Branding Programs,”
Journal of Advertising Research 45 (December 2005).
49. C. W. Park, S. Y. Jun, and A. D. Shocker, “Composite
Branding Alliances: An Investigation of Extension and
Feedback Effects,” Journal of Marketing Research 33
(November 1996), pp. 453–66.; Lance Leuthesser,
Chiranjier Kohli, and Rajneesh Suri, “2 + 2 = 5? A
Framework for Using Co-Branding to Leverage a
Brand,” Journal of Brand Management 2 (September
2003), pp. 35–47.
50. Based in part on a talk by Nancy Bailey, “Using
Licensing to Build the Brand,” Brand Masters
Conference, December 7, 2000.
51. Philip Kotler and Waldermar Pfoertsch, Ingredient
Branding: Making the Invisible Visible, (Heidelberg,
Germany: Springer-Verlag, 2011).
52. Kalpesh Kaushik Desai and Kevin Lane Keller, “The
Effects of Brand Expansions and Ingredient Branding
Strategies on Host Brand Extendibility,” Journal of
Marketing 66 (January 2002), pp. 73–93; D. C.
Denison, “Ingredient Branding Puts Big Names in the
Mix,” Boston Globe, May 26, 2002.
53. Joe Tradii, “Ingredient Branding: Time to Check That
Recipe Again,” Brandweek, March 29, 2010, p. 44; Piet
Levy, “B-to-B-to-C,” Marketing News, September 30,
2009, pp. 15–20.
54. “DuPont Receives Corporate Innovation Award,”
DuPont, www.dupont.com, November 13, 2009.
55. Kevin Lane Keller, Strategic Brand Management, 3rd ed.
(Upper Saddle River, NJ: Prentice Hall, 2008); Philip
Kotler and Waldemar Pfoertsch, B2B Brand Management
(New York: Springer, 2006); Paul F. Nunes, Stephen F.
Dull, and Patrick D. Lynch, “When Two Brands Are Better
Than One,” Outlook, January 2003, pp. 14–23.
56. Fred Richards, “Memo to CMOs: It’s The Packaging,
Stupid,” Brandweek, August 17, 2009, p. 22.
57. Susan B. Bassin, “Value-Added Packaging Cuts through
Store Clutter,” Marketing News, September 26, 1988,
p. 21. Reprinted with permission from Marketing News,
published by the American Marketing Association.
58. Stuart Elliott, “Tropicana Discovers Some Buyers Are
Passionate About Packaging,” New York Times,
February 23, 2009; Linda Tischler, “Never Mind! Pepsi
Pulls Much-Loathed Tropicana Packaging,” Fast
Company, February 23, 2009; Natalie Zmuda,
“Tropicana Line’s Sales Plunge 20% Post-
Rebranding,” Advertising Age, April 2, 2009; Kenneth
Hein, “Tropicana Squeezes Out Fresh Design with a
Peel,” Brandweek, January 19, 2009, p. 30.
59. Mya Frazier, “How Can Your Package Stand Out? Eye
Tracking Looks Hard for Answers,” Advertising Age,
October 16, 2006, p. 14.
60. Kate Fitzgerald, “Packaging Is the Capper,” Advertising
Age, May 5, 2003, p. 22.
61. John C. Kozup, Elizabeth H. Creyer, and Scot Burton,
“Making Healthful Food Choices: The Influence of
Health Claims and Nutrition Information on
Consumers’ Evaluations of Packaged Food Products
and Restaurant Menu Items,” Journal of Marketing 67
(April 2003), pp. 19–34; Siva K. Balasubramanian and
Catherine Cole, “Consumers’ Search and Use of
Nutrition Information: The Challenge and Promise of
the Nutrition Labeling and Education Act,” Journal of
Marketing 66 (July 2002), pp. 112–27.
62. Robert Berner, “Watch Out, Best Buy and Circuit City,”
BusinessWeek, November 21, 2005, pp. 46–48.
63. Tao Chen, Ajay Kalra, and Baohung Sun, “Why Do
Consumers Buy Extended Service Contracts,” Journal of
Consumer Research 36 (December 2009), pp. 611–23.
64. Chris Serres, “More Electronics Buyers Skip Extended
Warranties,” Minneapolis Star Tribune, July 14, 2007.
For an empirical study, see Junhong Chu and Pradeep
K. Chintagunta, “Quantifying the Economic Value of
Warranties in the U.S. Server Market, Marketing
Science 28 (January–February 2009), pp. 99–121.
65. Barbara Ettore, “Phenomenal Promises Mean
Business,” Management Review (March 1994),
pp. 18–23; “More Firms Pledge Guaranteed Service,”
Wall Street Journal, July 17, 1991; also see, Sridhar
Moorthy and Kannan Srinivasan, “Signaling Quality
with a Money-Back Guarantee: The Role of
Transaction Costs,” Marketing Science 14 (Fall 1995),
pp. 442–46; Christopher W. L. Hart, Extraordinary
Guarantees (New York: AMACOM, 1993).
Endnotes
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