Journal of Product & Brand Management: Volume 18 Issue 5

Customer and non‐customer perspectives for examining corporate reputation

Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the…

One brand perception? Or many? The heterogeneity of intra‐brand knowledge

What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand…

Determinants of fashion store personality: a consumer perspective

The purpose of this paper is to identify the main determinants of fashion store personality, as perceived by the shopper. It aims to discover factors that are responsible for…

Linking customer‐based brand equity with brand market performance: a managerial approach

The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between…

Internal branding: a university's most valuable intangible asset

The purpose of this paper is to examine the essential role that internal branding plays in successful university settings.

Translating country‐of‐origin effects into prices

The purpose of this paper is to examine the effects of country stereotyping, bad press, and consumer ethnocentrism on the prices a country can command and be competitive.

Pricing information goods

The purpose of this paper is to show that information goods allow new forms of second degree price discrimination because of their economic special features. In addition, it shall…

The Truth about Creating Brands People Love

Fusion for Profit

The Brand Bubble

Guest editorial

Editorial