Paul Herbig

The relationship of reputation and credibility to brand success

Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.

A model of reputation building and destruction

Abstract Previous studies of a firms reputation have either confirmed its existence as an influence agent or described in general terms its effects upon other attributes (quality, price, advertising, etc.). This study attempts to quantify the reputation concept through a competitive evaluation. The competitive credibility model of reputation building is formulated and tested through simulation. Results are reported and discussed.

Culture and innovation

Explores the relationship between culture and innovation. Discusses culture at some length, noting some differences between national behaviours – such as the relative importance of a group versus an individual. Infers that existing cultural conditions determine the way in which innovations are adopted. Indicates that cultures which value creativity, technical ability and higher education are more successful at adopting innovations. Identifies a relationship between innovation and the status given to entrepreneurial efforts. Suggests that cultures emphasizing individualism and freedom are more likely to be creative and, therefore, to benefit more from innovative ideas. Refers to previous studies on culture and innovation (mentioning Hofstede’s work). Investigates the role religion plays, in particular the cultural bias against technology that is prevalent in traditionalist religious countries. Concludes that strongly religious countries are not receptive to innovation.

Evaluating the Brand Extension Decision Using a Model of Reputation Building

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.

The Effect of Information Overload on the Innovation Choice Process

Information Overload is a subject of immense debate among consumer marketeers; can too much information overload a consumer and cause adverse judgmental decision making? What defense mechanisms do consumers have to control against the flow of information? In a similar vein exists a lesser known and little researched phenomenon called Innovation Overload, a consumer′s response to the ever‐increasing pace of information, knowledge and innovations. Examines Innovation Overload, its impact to providers, inventors and innovators and the potential effect it may have on diffusion curves and adoption patterns.

Confucian roots in China: a force for today′s business

Confucianism is dead! Confucianism is obsolete! Confucianism is passe! For at least the past 30 years the government of China has taken a strong stand against Confucianism. Yet it is impossible to do business in China and not feel the effects of Confucian philosophy. For example, strong feelings of a social hierarchy are still present in China. The Confucian ethical structure, with its lack of civil law, still influences current thinking. A strong sense of family as the basic unit of production, with its rights of inheritance and views of the extended family, still pervades much of Chinese thought. If Confucianism is officially gone, its influence is still strong. Identifies the aspects of Confucianism which are relevant to those seeking to understand the Chinese business environment.

The multicultural context of brand loyalty

In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying, attracting, and retaining a market. This paper examines the concept of brand loyalty, discusses the various issues connected with brand loyalty, discusses cross‐cultural views on brand loyalty throughout the world, and illustrates the proliferation of brand loyalty across international frontiers.

International marketing tool: the Internet

The main purpose of this paper is to provide a clearer understanding about the approaches to international markets using the Internet, and understanding the marketing decisions and challenges that a company will face in a global environment selling through Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to Internet; adopting marketing decisions to the Internet; and marketing via the Internet.

Marketing to the baby bust generation

Examines the implications of the Baby Bust generation, the post baby boom generation of American society, on marketing. Describes the Baby Bust generation and provides the authors′ views of the marketing implications resulting from this phenomenon. Also provides recommendations to marketers on how better to market to the Baby Bust generation.

An examination of the cross‐cultural differences in service quality: the example of Mexico and the USA

Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international dimensions, compares US and Mexican consumers’ perceptions of service quality. Ascertains the differences between the two cultures, and provides implications for the international marketer.