Essays on Schmalz

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...

QUESTION 1:

INTRODUCTION: Pet.com is an e-business, founded by two graduates and Ms. Solberg, with a total equity capital of $1.5 million. Despite greater losses the company has tolerated, investors are eager to invest in the shares. Seeing the excitement, company decided to go public with the sale of 500,000 shares in initial public offering by the three existing shareholders, along with the sale of additional 750,000 shares by the company so as to provide funds for expansion. Further, the underwriters suggested placing price at $18 a share instead of $24, but financial manager was worried about the fact that ...