Journal of Product & Brand Management: Volume 9 Issue 7

Consumer perceptions of generic products: a Mexican study

Rama Yelkur

Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with…

Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability

Devon DelVecchio

Brand extensions allow consumers to use past experiences with the brand in order to assess the extension and thereby reduce the risk associated with purchasing a new product. In…

Toward effective use of cause‐related marketing alliances

Brian D. Till, Linda I. Nowak

Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health…

Do counterfeits devalue the ownership of luxury brands?

Arghavan Nia, Judith Lynne Zaichkowsky

The purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents…