Table of contents - Special Issue: The challenges facing brand managers today
Guest Editors: Francisco Guzmn, Oriol Iglesias
Sources of equity in fashion markets
Domingo Calvo Dopico, Cristina Calvo PorralThe aim of this research is to identify sources of differentiation in the fashion market as well as finding out sources of brand equity to distinguish the offer, enabling a better…
Systematic review on B2B branding: research issues and avenues for future research
Joona Keränen, Kalle A. Piirainen, Risto T. SalminenThe purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research.
Brand mergers: examining consumers' responses to name and logo design
Joana César Machado, Leonor Vacas‐de‐Carvalho, Patrício Costa, Paulo LencastreIn the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and…
Private label brands: measuring equity across consumer segments
Andres Cuneo, Pilar Lopez, Maria Jesus YagueThe aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of…
Consumer‐based brand equity and top‐of‐mind awareness: a cross‐country analysis
Ulla Hakala, Johan Svensson, Zsuzsanna VinczeThe study focused on dimensions of consumer‐based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant…
Consumer recall of brand versus product banner ads
Eric Van SteenburgThe paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.
The effects of lower prices on perceptions of brand quality: a choice task perspective
Devon DelVecchio, Sanjay PuligaddaThe purpose of this paper is to investigate whether the negative effect of lower prices on perceived brand quality that has been demonstrated in evaluation tasks arises in a brand…
Price strategy, information sharing, and firm performance in a market channel with a dominant retailer
Ruiliang Yan, Chris Anthony Myers, John WangThe purpose of this paper is to provide a framework to help the manufacturers to find the optimal decisions regarding the choice of channel member for information sharing.
ISSN:
1061-0421Online date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou