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Journal of Product & Brand Management

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Volume 17 Issue 4

Published: 2008 | Start Page: 212

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Articles

Articles
Article No:	Article Information:
1737941	Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou, Theofanis Dounis (pp. 212-222) Keywords: Brand management, Corporate strategy, Olympic Games, Sponsorship ArticleType: Research paper View HTML \| View PDF (131 KB) \| Reprints & Permissions
1737942	Measuring the brand category through semantic differentiation Marcus Abbott, John P. Shackleton, Ray Holland (pp. 223-234) Keywords: Brand management, Brands, Cognition, Product differentiation, Semantics ArticleType: Research paper View HTML \| View PDF (494 KB) \| Reprints & Permissions
1737943	Consumer innovativeness and consumer acceptance of brand extensions Yu Henry Xie (pp. 235-243) Keywords: Brand extensions, Consumer behaviour, Consumers, Decision making, Innovation ArticleType: Conceptual paper View HTML \| View PDF (110 KB) \| Reprints & Permissions
1737944	The implications of platform sharing on brand value Erik L. Olson (pp. 244-253) Keywords: Brand equity, Brand management, Product development, Product differentiation, Resource sharing, Value analysis ArticleType: Research paper View HTML \| View PDF (123 KB) \| Reprints & Permissions
1737945	Brands portfolios and competitive advantage: an empirical study Claude Chailan (pp. 254-264) Keywords: Brand management, Brands, Competitive advantage, Strategic marketing ArticleType: Research paper View HTML \| View PDF (216 KB) \| Reprints & Permissions
1737946	A comparative study of perceptions toward “scratch and save” promotions in Canada and Korea Sungchul Choi, Moontae Kim (pp. 265-271) Keywords: Canada, Cross-cultural studies, Discounts, Promotional methods, South Korea ArticleType: Research paper View HTML \| View PDF (107 KB) \| Reprints & Permissions
1737947	Mode matters: an exemplar-prototype hybrid (EPH) model of reference price formation Devon DelVecchio, Adam W. Craig (pp. 272-279) Keywords: Consumer behaviour, Prices, Pricing policy, Product management ArticleType: Research paper View HTML \| View PDF (415 KB) \| Reprints & Permissions
1737948	Providing the tools to build brand share of heart: Gydget.com Dennis Pitta (pp. 280-284) Keywords: Brands, Communication, Communication technologies, Emergent strategy, Marketing, Product development ArticleType: Case study View HTML \| View PDF (68 KB) \| Reprints & Permissions
1737949	Condoms, cigarettes, and cell phones: does brand advertising increase generic demand? Joyce M. Wolburg (pp. 285-286) Keywords: Advertising, Brands, Consumer goods, Demand ArticleType: Viewpoint View HTML \| View PDF (48 KB) \| Reprints & Permissions

Book Review

Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty
Item No:	Item Information
1737939	Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty Journal: Journal of Product & Brand Management Vol : 17 Issue: 4 Author(s): Audhesh Paswan View HTML

The Psychology behind Trademark Infringement and Counterfeiting
Item No:	Item Information
1737940	The Psychology behind Trademark Infringement and Counterfeiting Journal: Journal of Product & Brand Management Vol : 17 Issue: 4 Author(s): Robert Guang Tian View HTML

Editorial

Editorial
Item No:	Item Information
1737950	Editorial Journal: Journal of Product & Brand Management Vol : 17 Issue: 4 Author(s): Richard C. Leventhal View HTML