Journal of Product & Brand Management: Volume 10 Issue 1

Industrial brand management: a distributor’s perspective in the UK fine‐paper industry

Carl‐Johan Rosenbröijer

Deals with brand management issues concerning brand as a resource for an industrial distributor. The brand resource can either be controlled by the producer – producer brand – or…

A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets

Sharyn Rundle‐Thiele, Rebekah Bennett

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types…

Evaluation of brand equity measures: further empirical results

Marisa Maio Mackay

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that…

Changing a drug from Rx to OTC status: the consumer behavior and public policy implications of switch drugs

Elizabeth H. Creyer, Illias Hrsistodoulakis, Catherine A. Cole

The rapid proliferation of drugs being switched from prescription (Rx) to over‐the‐counter (OTC) status within the USA has raised a number of important consumer behavior and…

eBrands: Building an Internet Business at Breakneck Speed

Ronald E. Goldsmith