Marketing Management, 16th Edition

B

• Baby Boomers, 129, 133

• Behavioral factors, 124

• Behavioral research, 104–5

• Behavioral segmentation

  • buyer-readiness stage, 132–33

  • loyalty status, 133

  • occasions, 133

  • usage rate, 132

  • user status, 132

• Belief, 68

• Benevolence trust, 435

• Big Mattress, 179

• Billboards, 288

• Blogs, 292

  • and blogging, influence of, 431

• Bottom of the pyramid (BOP), 469

• Brand activism, 474

• Brand associations, 64

• Brand audit, 214–15

• Brand authenticity, 145

• Brand communities, 426–27

• Brand-dominant hierarchy, 67

• Brand elements, adaptation, 455

• Brand-equity measures, 113, 114

• Branding

  • design. See Designing the brand

  • dynamics, 222–28

  • equity, 212–13

  • essence of, 209–10

  • firms, 211–12

  • hierarchy, 219–24

  • luxury. See Luxury branding

  • managing brand crisis, 228–30

  • power, 213–15