Journal of Product & Brand Management: Volume 11 Issue 1

The effect of personal involvement on the decision to buy store brands

Salvador Miquel, Eva M. Caplliure, Joaquin Aldas‐Manzano

Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision…

An examination on multiple celebrity endorsers in advertising

Chung‐kue Hsu, Daniella McDonald

Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless…

Consumer experience tourism and brand bonding

Mark A. Mitchell, Robert A. Orwig

This paper reviews the growing use of manufacturing plant tours, company museums, and company visitor centers as strategic tools available to strengthen the bond between consumers…

The effects of promotional activities on brand decision in the cellular telephone industry

Chu‐Mei Liu

Branding is important to manufacturers, retailers and consumers. Brands with higher brand equity have higher sales. The growth of mobile phone subscriptions is considerably faster…

Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell

Elizabeth B. Goldsmith Ronald E. Goldsmith