Journal of Product & Brand Management: Volume 14 Issue 1

Brand trust and brand extension acceptance: the relationship

This UK‐based research aims to build on the US‐based work of Keller and Aaker, which found a significant association between “company credibility” (via a brand's “expertise” and…

Universal appeals with local specifications

Aims to explore the factorial structure of automobile brand image in the context of a cross‐national study. More specifically, we intend to answer two questions: whether the…

Tactical launch decisions: influence on innovation success/failure

Innovation launch strategies are usually critical for innovation success. The main objective of this work consists of analysing the influence of the tactical launch decisions on…

Countering negative country‐of‐origin with low prices: a conjoint study in Vietnam

Aims to view two key issues, the importance of country‐of‐origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps…

Brand power revisited: measuring brand equity in cyber‐space

Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to…

Loyalty to price tiers in purchases of bottled wine

Investigates the purchasing of brands across different price tiers. The purpose was to determine if buying across price tiers followed the same pattern widely found in brand…

Dynamics of price sensitivity among mobile service customers

Price sensitivity is one of the key factors affecting to companies pricing choices. Yet in mobile services sector business practitioners are facing problems in pricing decisions…

Big Brands, Big Trouble: Lessons Learned the Hard Way

Inclusive Branding: The Why and How of a Holistic Approach to Brands

Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena