Journal of Product & Brand Management: Volume 26 Issue 7

Editorial

Francisco Guzmán, Cleopatra Veloutsou

Brand extension feedback effects: What do we know and where should we go?

Michelle Childs

The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting…

Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions

Kelley A. O’Reilly, Alhassan G. Mumuni, Stephen J. Newell, Branden J. Addicott

This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual…

Detangling consumer attitudes to better explain co-branding success

Han-Chiang Ho, Nora Lado, Pilar Rivera-Torres

The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named…

Research on logo design and evaluation of youth education brands based on visual representation

Zhijuan Zhu, Huai Cao, Bin Li

The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different…

The impact of price promotions on checkout donations

Lan Xia, Nada Nasr Bechwati

This paper aims to present a model linking price promotions to checkout donations. It is argued that price promotions evoke two perceptions/emotions, namely, feelings of gratitude…

When signal swamps substance: the effects of multi-unit discount’s positive and negative cues on sales

Devon DelVecchio, Timothy B. Heath, Max Chauvin

Multi-unit discounts (MUDs, e.g. “3 for $4”) typically increase sales relative to other discounting frames. This study demonstrates the value of MUDs by showing that positive…

The impact of cognitive style, entrepreneurial attitudes and gender on competitive price responses

Hooman Estelami, Mohammad G. Nejad

While existing research has established various methods for pricing, the impact of a manager’s individual psychological profile on his/her price setting behavior is relatively…

Does managerial personality influence pricing practices under uncertainty?

Mario Kienzler

While marketing and management research suggests that managers’ individual characteristics influence pricing decisions, the influence of personality traits in this context remains…