Journal of Product & Brand Management: Volume 13 Issue 7

Brand alliance dependency and exclusivity: an empirical investigation

Christina S. Rodrigue, Abhijit Biswas

This paper examines the effects of resource dependency and contract exclusivity on the attitudes and intentions of consumers in brand alliances. Findings indicate that attitudes…

Building brand loyalty through individual stock ownership

Denise D. Schoenbachler, Geoffrey L. Gordon, Timothy W. Aurand

Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty…

The impact of e‐mail marketing on brand loyalty

Marko Merisavo, Mika Raulas

The study examines the effects of e‐mail marketing on brand loyalty and also reveals the kinds of e‐mail content valued by consumers. Data were gathered from 890 consumers, who…

Evaluating potential brand associations through conjoint analysis and market simulation

Dwane Hal Dean

A novel method for evaluating the benefits of a potential brand association is presented. The uniqueness of the method is considering brand association as just another product…

Influence of price endings on price recall: a by‐digit analysis

Robert M. Schindler, Rajesh Chandrashekaran

Although it has been proposed that recall processes play a role in the retail sales effects of 9‐ending pricing, substantial effects of price endings on the level of recalled…