Journal of Product & Brand Management: Volume 19 Issue 3

Brand equity's antecedent/consequence relationships in cross‐cultural settings

S. Allen Broyles, Thaweephan Leingpibul, Robert H. Ross, Brent M. Foster

This paper aims to test whether an antecedent/consequence brand equity model developed with Americans holds up with Chinese, and to examine whether brand equity's functional…

The effect of brand extensions on product brand image

F. Müge Arslan, Oylum Korkut Altuna

The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to…

Using the classic grounded theory approach to understand consumer purchase decision in relation to the first customized products

Zhongjun Tang, Xiaohong Chen, Juan Xiao

This paper seeks to develop a conceptual model that enables understanding of consumer purchase decisions in relation to the first customized products, including steps of the…

Total customer engagement: designing and aligning key strategic elements to achieve growth

Christopher Roberts, Frank Alpert

Businesses today face a number of difficult challenges that make customer engagement more important than ever. The usual way in which businesses operate makes it difficult to…

Building brand community membership within organizations: a viable internal branding alternative?

P. Raj Devasagayam, Cheryl L. Buff, Timothy W. Aurand, Kimberly M. Judson

This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.

The identification of social norms of price discrimination on the internet

Sarah Maxwell, Ellen Garbarino

The purpose of this paper is to identify some of the current social norms of pricing that constrain sellers' discriminatory pricing on the internet. Violations of such social…

How budget constraints impact consumers' response to discount presentation formats

Lisa K. Scheer, Omar Shehryar, Charles M. Wood

This research aims to study how buyers' budget constraints influence buyers' perceptions of discounts presented in a dollars‐off versus percentage‐off format. A comparison of…

From Concept to Consumer: How to Turn Ideas into Money

Pelin Bicen

Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing, and Branding

Alexander J. Lakotta

Buyology: The Truth and Lies about Why We Buy

Sean McCormick

Editorial

Richard C. Leventhal