European Journal of Marketing: Volume 44 Issue 5

Branding of post‐purchase ancillary products and services: An application in the mobile communications industry

William E. Baker, Donald Sciglimpaglia, Massoud Saghafi

After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add‐ons or services may be…

Business to business branding: external and internal satisfiers and the role of training quality

Stuart Roper, Gary Davies

The purpose of this paper is to consider whether the affective components of brand association influence the key stakeholders of business‐to‐business (B2B) brands. The aim is to…

Marketplace footprints: connecting marketing communication and corporate brands

Harlan E. Spotts, Marc G. Weinberger

The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value…

Mobile phone choice: technology versus marketing. The brand effect in the Italian market

Luca Petruzzellis

The main research question of the paper is to determine whether technology nowadays is overcome by customer preferences and needs. In particular, the role of the brand is to be…

Shaping the body and technology: Discursive implications for the strategic communication of technological brands

Margo Buchanan‐Oliver, Angela Cruz, Jonathan E. Schroeder

This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and…

“Living the brand”: brand orientation in the business‐to‐business sector

Carsten Baumgarth

The purpose of this paper is to design and test a model for the internal anchorage of a business‐to‐business brand via corporate brand orientation.

Product brand differentiation and dual‐channel store performances of a multi‐channel retailer

Ruiliang Yan

The purpose of this paper is to provide a framework to help business marketers with online and traditional retail channels (multi‐channel retailers) to find the optimal branding…

Branding and marketing of technological and industrial products

T.C. Melewar, Lynn Lim