Journal of Product & Brand Management: Volume 21 Issue 2

Trial, repeat purchase and spillover effects of cobranded extensions

This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands.

Does advertising matter to store brand purchase intention? A conceptual framework

The hottest trend in retailing is the emergence of “premium” store brands. Though store brands are treated as important players in grocery store strategies, many retailers prefer…

The role of emotional aspects in younger consumer‐brand relationships

This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand…

Consumer reaction to new package design

This study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality…

Brand name substitution and brand equity transfer

Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name…

Relationship development for services: an empirical test

The purpose of this article is to describe the application of brand building techniques to an existing organization.

Impact of online consumer reviews on sales and price strategies: a review and directions for future research

The purpose of this paper is to provide a broad overview of the growing literature on the relationship between online consumer reviews and sales, with implications on firm actions…

A longitudinal and cross sectional study of the impact of usage‐based attributes on used product price advertisements

The growing volume of consumer transactions in used products markets has given rise to strategic decisions made by sellers in the amount of information disclosed on usage‐based…

Coolfarming: Turn Your Great Idea into the Next Big Thing

How Brands Grow: What Marketers Don't Know

Design Is How It Works: How the Smartest Companies Turn Product into Icons

Editorial