Journal of Product & Brand Management: Volume 16 Issue 3

Brand and product building: the case of the Cyprus wine industry

Demetris Vrontis, Ioanna Papasolomou

This research aims to examine the importance of branding in the Cyprus wine industry. Further, it seeks to identify the wine‐consumer perceptions and expectations as well as the…

Exploring ethical brand extensions and consumer buying behaviour: the RSPCA and the “Freedom Food” brand

Morven G. McEachern, Monika J.A. Schröder, Joyce Willock, Jeryl Whitelock, Roger Mason

This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension…

The impact of program brands on consumer evaluations of television and radio broadcaster brands

Peter Drinkwater, Mark Uncles

The goal of this paper is to examine how broadcaster brand images are affected by programming decisions.

Family as a source of consumer‐based brand equity

R. Bravo Gil, E. Fraj Andrés, E. Martínez Salinas

The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the…

Price endings and consumer segmentation

Christine Harris, Jeffery Bray

To investigate the area of price endings to determine which groups of consumers are more likely to use odd‐endings as opposed to round‐endings.

High‐low context cultures and price‐ending practices

Adam Nguyen, Roger M. Heeler, Zinaida Taran

Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending…

Connected Marketing

Scott Ostman

Editorial

Richard C. Leventhal