Journal of Product & Brand Management: Volume 20 Issue 4

Consumer evaluations on brand extensions: B2B brands extended into B2C markets

Sebnem Burnaz, Pinar Bilgin

This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers…

Brand creation vs acquisition in portfolio expansion strategy

Yana Damoiseau, William C. Black, Randle D. Raggio

This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Consequences of consumer trust in PDO food products: the role of familiarity

Carmina Fandos Herrera, Carlos Flavián Blanco

This research proposes studying how the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior…

Brand romance: a complementary approach to explain emotional attachment toward brands

Hemant Patwardhan, Siva K. Balasubramanian

This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to…

Effects of promotional‐based advertising on brand associations

Michael Clayton, Jun Heo

The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category.

Antecedents of intention to purchase mass customized products

Zhongjun Tang, Jianghong Luo, Juan Xiao

This paper seeks to empirically identify factors influencing Chinese consumers' intention to purchase customized desk top (PC for short) and their effect levels.

Building Brand Authenticity. 7 Habits of Iconic Brands

David Bishop

Ads to Icons: How Advertising Succeeds in a Multimedia Age (2nd edition)

Nancy Furlow

Custom Surveys within Your Budget: Maximizing Profits through Effective Online Research Design (1st edition)

Özlem Hesapçı Sanaktekin

Editorial

Richard C. Leventhal