Journal of Product & Brand Management: Volume 11 Issue 2

Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption

Aron O’Cass, Hmily Frost

In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption…

Buying apparel over the Internet

Ronald E. Goldsmith, Elizabeth B. Goldsmith

Tests ten hypotheses describing characteristics that distinguish consumers who have purchased apparel online from those who have not. A sample of 263 men and 303 women students…

Sales promotions as strategic communication: the case of Singapore

Chun Wah Lee

Although an integral component of many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a…

Options theory and options thinking in valuing returns on brand investments and brand extensions

Sam Dias, Lynette Ryals

Traditional methods of marketing evaluation may underestimate the true benefits from brand marketing, unless opportunities for brand extension are included in the evaluation…