Journal of Product & Brand Management: Volume 13 Issue 5

Using positioning models to measure and manage brand uncertainty

Amit K. Ghosh, Goutam Chakraborty

Managers often use positioning models to understand the perceptual structure of markets and make strategic plans. The objective of this paper is to improve strategic planning by…

Assessing the impact of a very successful price promotion on brand, category and competitor sales

John Dawes

Many studies have examined the short‐term and long‐term effects of price promotions. This study adds to previous research by examining, in some depth, the effects of a massively…

Positioning strategies and incidence of congruence of two UK store card brands

Charles Blankson

This study examines the activities and congruence of positioning strategies in the UK store card sector. Using a triangulation research methodology, the results confirm the…

Factors influencing consumer perceptions of brand trust online

Hong‐Youl Ha

Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the…

The impact of market structure on pricing objectives of service firms

George J. Avlonitis, Kostis A. Indounas

The purpose of this research paper is to explore the pricing objectives that service companies pursue to set their prices and to examine the impact of market structure. An…

Duopoly pricing under risk aversion and parameter uncertainty

S. Chan Choi, Sharan Jagpal

Most pricing studies assume that firms have complete information about demand. In practice, managers must make decisions, given incomplete information about the demand for their…

The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

Ronald E. Goldsmith