Journal of Product & Brand Management: Volume 7 Issue 1

Relationship marketing: a high‐involvement product attribute approach

Charles L. Martin

This study investigates consumers’ affective attachments toward products, based on generalizable and managerially relevant product attributes. Two surveys of 123 consumers found…

Developing and managing effective consumer relationships

Randi Priluck Grossman

Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position…

An investigation of consumer reactions to the use of different brand names

Subodh Bhat, Gail E. Kelley, Kathleen A. O’Donnell

We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the…

The theory of reasoned action applied to brand loyalty

Choong Lyong Ha

The theory of reasoned action is applied to reconceptualize brand loyalty. According to the theory of reasoned action, the antecedents of purchase behaviour are attitudes towards…

Steel price determination in the European Community

P.K. Richardson

The paper is the result of an investigation into the pricing practices of large steel manufacturers in the European Community. From mid‐1993 to early 1994, steel prices in the…

Price setting in SMEs: some empirical findings

David Carson, Audrey Gilmore, Darryl Cummins, Aodheen O’Donnell, Ken Grant

Some consideration of the specific SME (small/medium sized enterprises) literature outlining perspectives on pricing practice in SMEs is given in this paper. Outlines some…