Editorial

Citation

Leventhal, R.C. (2007), "Editorial", Journal of Product & Brand Management, Vol. 16 No. 6. https://doi.org/10.1108/jpbm.2007.09616faa.001

Editorial

How does perception affect our ability as a consumer to choose a product or a service? Is it the ability of (marketing) communications that allows us to be persuaded? Is it awareness, through prior experience, with that particular brand? Is it observing how that particular brand has achieved success, or failure, in the marketplace? Is it the ability to be swayed by word-of-mouth? Such questions must be addressed if we as marketers are to formulate specific strategies that will allow is not only to enter the marketplace but achieve a sustainable success.

Cheng, Chen, Lin and Wang investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national, international, and local private label brands. Their recommendations, based upon their research, should be of interest to those who seek to either enter or increase their global branding efforts.

Arora investigates the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. The author investigates the effect of framing and credibility on the salient attributes of products. As the author also points out, since the market for teeth whitening products is maturing, the ability to use knowledge as a covariate in this study to determine if communication strategy should be changed as the product moves from introduction into maturity would yield more relevant data.

McDonald, Killerby, Maplesden and Rolland examine the concept of the marketing of bio-based product in New Zealand. Using three chemically modified wood products, data were collected from focus groups and questionnaires, and centered primarily on perceptions surrounding the acceptability of building materials that have been bio-modified. Irrespective of the type of chemical modification, family health and durability were the most important factors identified. Product cost rated lower in the 16 factors evaluated and energy used in production was of little concern. The authors develop an investigative framework, which could be applied to the evaluation of products arising from biomaterial technology innovation.

Anselmsson, Johansson and Persson seek to understand what drives customer based brand equity and price premium for grocery products. The authors found that role uniqueness, awareness, qualities, associations, and loyalty all play a role in brand equity and price premiums, The authors provide us with a framework for better understanding, evaluating, measuring and managing brand equity for grocery products.

You will also find a most insightful case study by Pitta that brings unique insight as it concerns branding. In addition, included in this issue you will find both our Pricing strategy & practice section, as well as a timely Beyond products’ brand management section.

Richard C. Leventhal