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dc.contributor.authorMerrilees, Billen_US
dc.contributor.authorMiller, Daleen_US
dc.contributor.editorC. Jevons, C. Veloustou, G. Christodoulides, L. de Chernatonyen_US
dc.date.accessioned2017-04-24T11:13:40Z
dc.date.available2017-04-24T11:13:40Z
dc.date.issued2010en_US
dc.date.modified2010-09-30T09:14:26Z
dc.identifier.issn01482963en_US
dc.identifier.doi10.1016/j.jbusres.2009.10.008en_AU
dc.identifier.urihttp://hdl.handle.net/10072/34318
dc.description.abstractThe premise of segmentation theory is that different segments each have a discrete customer profile and behavioral characteristics. At a conceptual level, the recent branding literature recognizes that different sub-cultures or segments could experience different meanings of an organization's brand. However, few quantitative studies address the issue. The current paper combines branding and segmentation theory and offers a new perspective on whether all segments have the same brand meaning. A leading discount retailer, Wal-Mart, is the focus of this Canadian-based investigation. Two segments of Wal-Mart customers are the basis of the study - one segment preferring Wal-Mart and one less attached. The research quantifies the two networks of brand meaning that the two segments associate with the Wal-Mart (corporate) brand. Empirically, brand morphing of the corporate brand occurs, with different brand meanings across the two segments.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherElsevier Incen_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom1129en_US
dc.relation.ispartofpageto1134en_US
dc.relation.ispartofissue11en_US
dc.relation.ispartofjournalJournal of Business Researchen_US
dc.relation.ispartofvolume63en_US
dc.rights.retentionNen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand morphing across Wal-Mart customer segmentsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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