Journal of Product & Brand Management: Volume 11 Issue 6

The brand dependence scale: measuring consumers’ use of brand name to differentiate among product alternatives

Dennis N. Bristow, Kenneth C. Schneider, Drue K. Schuler

The marketing literature provides substantial discussion of branding and brand equity, but reveals limited research on the use of brand name in the consumer decision‐making…

A critique of legal measures of brand confusion

Vincent‐Wayne Mitchell, Íde Kearney

As the number of imitator brands has risen, so too have legal actions for trademark infringement and passing off, because of consumer confusion, unfair misappropriation of brand…

Testing cross‐cultural invariance of the brand equity creation process

Boonghee Yoo, Naveen Donthu

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test…

The effect of market orientation on new product performance: a study among Singaporean firms

B. Ramaseshan, Albert Caruana, Loo Soon Pang

New products are critical to the long‐term growth and success of a firm. This paper investigates the relationship between market orientation and new product performance. Data are…