An analysis of brand manager capability in assessing the legality of selected actions

Abstract

Presents the outcome of a study into the extent to which a sample of brand managers were cognizant of the legality of a set of activities. In a mail survey, sample members were asked to record their belief in the legality of various business practices. An assessment of the results suggests that the brand managers are able to identify the legal status of many activities, but lack knowledge on the legality of various important practices, especially those relating to pricing. Generally, managers employed by small firms were less informed than those employed by larger enterprises.

Citation

Peterson, R.T. (2001), "An analysis of brand manager capability in assessing the legality of selected actions", Journal of Product & Brand Management, Vol. 10 No. 6, pp. 334-345. https://doi.org/10.1108/10610420110406031