Journal of Product & Brand Management: Volume 20 Issue 2

Strategic brand association maps: developing brand insight

The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis…

Consumer response to gift promotions

The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the…

Is the polarization index a valid measure of loyalty for evaluating changes over time?

This paper aims to argue that the polarization index (φ) represents a valid loyalty measure for evaluating changes over time.

Maximising sponsorship opportunities: a brand model approach

The purpose of this paper is to identify the key elements that maximise sponsorship opportunities and that enable a successful relationship between a sponsor and a sponsored party.

The effect of country of origin on brand equity: an empirical study on generic drugs

The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs.

Marketing from the end of the earth: the dilemma of Puerto Nativo Lodge

This case study aims to describe a real company created by its founders more to satisfy their desires than those of their customers.

The consumer psychology of mail‐in rebates

Mail‐in rebates are an oft used, but poorly understood mechanism to promote the purchase of a product. In particular, prior research suggests that a significant percentage of…

Structural and perceptual determinants of the price of online business education

The purpose of this article is to conduct a formal study of how the prices for online MBA programs in the USA are determined. The paper examines the effects of perceptual (e.g…

Brand Avatar: Translating Virtual World Branding into Real World Success

Midas Marketing: How Midas Managers Make Markets

A Little Less Conversation: Connecting with Customers in a Noisy World

Editorial