Journal of Product & Brand Management: Volume 8 Issue 3

Measuring brand power: validating a model for optimizing brand equity

Woon Bong Na, Roger Marshall, Kevin Lane Keller

Rather than taking the more traditional approach of measuring brand equity for accounting or strategic reasons, the approach taken here is concerned with optimizing brand equity…

What’s in a name? An intracultural investigation of Hispanic and Anglo consumer preferences and the importance of brand name

Dennis N. Bristow, Jo Ann L. Asquith

Empirically investigates predicted consumption pattern differences and the importance of brand name, related to specific product categories, between two distinct cultural groups �…

The brand accounting side‐show

Tony Tollington

Examines the various brand asset recognition methods used by the accounting profession, within their existing rules, to highlight, first, the restrictive nature of a brand asset’s…

Product entry in international markets: the effect of country‐of‐origin on first‐mover advantage

Hwei‐Chung Chen, Arun Pereira

An experimental design is used to examine the effect of products’ country‐of‐origin on first‐mover advantage. Specifically, focuses on the effects of favorable/unfavorable…

Bargaining over the price of a product: delightful anticipation or abject dread?

Kenneth C. Schneider, William C. Rodgers, Dennis N. Bristow

The literature provides substantial evidence of gender differences in the level of assertive and/or competitive traits an individual is likely to exhibit. Further, it has been…

The computational effect of price endings in multi‐dimensional price advertising

Hooman Estelami

Research in marketing indicates that consumers may be sensitive to the final digits of prices. For example, despite being substantively equivalent, a price such as $199 may create…