Journal of Product & Brand Management: Volume 6 Issue 6

The influence of brand recognition on retail store image

Stephen S. Porter, Cindy Claycomb

Investigates the relationship between brand characteristics ‐ awareness level and image ‐ and their influence on consumers’ perceptions of retail image. Proposes a model of…

Are store brands perceived to be just another brand?

Paul S. Richardson

Proposes two hypotheses and tests them empirically: that consumers do not differentiate between store brands offered by competing stores; that store brand market share is…

Targeted promotions using scanner panel data

Amit K. Ghosh

In the last two decades, allocation of promotional dollars has moved increasingly from advertising to sales promotions, such as couponing. However, a short‐term focus on brand…

Exploring the need for extended research: an investigation of consumer attitudes to product labeling

Len Tiu Wright

Explores the importance of effective labeling in marketing concerning the abilities and motivations of consumers to understand and make decisions by using the information made…

A study of brand equity in an organizational‐buying context

James G. Hutton

Addresses two basic questions: do organizational buyers exhibit brand‐equity behaviors such as the willingness to pay significant price premiums for certain brands; and under what…