Journal of Product & Brand Management: Volume 24 Issue 2

How are brand names of Chinese companies perceived by Americans?

The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in…

Brand personality and brand equity: evidence from the sportswear industry

– This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands.

Consumers’ intention to donate to two children’s charity brands: a comparison of Barnardo’s and BBC Children in Need

– This paper aims to examine consumers’ non-profit brand image, brand typicality and past behaviour as determinants of intention to donate to two children charity brands.

Perceived brand quality as a way to superior customer perceived value crossing by moderating effects

The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a…

Effects of pronoun brand name perspective and positioning on brand attitude

The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun…

Ineffective brand extensions and the Sisyphus Effect

This paper aims to extend previously reported research on the Sisyphus Effect in consumers’ decision making to consumers classified as either maximizers or satisficers. The…

Construal based marketing tactics for high quality versus low price market segments

– The purpose of this study is to propose differential marketing tactics for high-quality products versus low-price products by building on construal level theory.

Executive summary of “Brand personality and brand equity: evidence from the sportswear industry”

Executive summary of “Construal based marketing tactics for high quality versus low price market segments”

Executive summary of “Effects of pronoun brand name perspective and positioning on brand attitude”

Executive summary of “Consumers’ intention to donate to two children’s charity brands: a comparison of Barnardo’s and BBC Children in Need”

Executive summary of “Ineffective brand extensions and the Sisyphus effect”

Editorial

Executive summary of “How are brand names of Chinese companies perceived by Americans?”

Executive summary of “Perceived brand quality as a way to superior customer perceived value crossing by moderating effects”