Journal of Product & Brand Management: Volume 22 Issue 2

Uncovering attribute‐based determinants of loyalty in cigarette brands

The purpose of this paper is to examine the importance of tobacco differentiation attributes (i.e. nicotine and tar content, length, flavor and thickness) in market performance…

An analysis of consumer reactions to green strategies

The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of…

Linking place, mega‐event and sponsorship evaluations

Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination…

Involvement moderates the effect of message framing on consumers' perceived monetary gain and product choice

Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing…

Building brands through brand alliances: combining warranty information with a brand ally

While previous research has shown a positive influence of a brand ally or a warranty, published research has not explored the effects of using multiple types of quality signals…

Warranty implementation and evaluation: a global firm's case

This case study aims to develop and empirically test a general framework for the implementation and evaluation of a warranty policy (i.e. implementation, support structure, and…

Reassessing retailers' usage of partially comparative pricing

The purpose of this paper is to assess the robustness of effects found by Barone et al. that partially comparative pricing enhances consumers' relative price beliefs about its…

Optimal pricing for the growth of innovations with direct network externalities: an agent‐based approach

This study aims to explore optimal pricing strategies for innovations with direct network externalities – the effect that the number of adopters of an innovation has on the…

Towards Effective Place Brand Management: Branding European Cities and Regions

Brand Together: How Co‐creation Generates Innovation and Re‐energizes Brands

Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

Editorial