Editorial

Citation

Leventhal, R.C. (2010), "Editorial", Journal of Product & Brand Management, Vol. 19 No. 4. https://doi.org/10.1108/jpbm.2010.09619daa.001

Editorial

Article Type: Editorial From: Journal of Product & Brand Management, Volume 19, Issue 4

What does it take for a brand to succeed in the global marketplace today? One thing is for certain – without acceptance of said brand and an acquired usage/loyalty, the road to success for a company becomes that much more difficult. We see brands that have established their names/reputations in the global marketplace, but this is becoming more difficult as a result of the multi-channels of the supply chain that have been created. Marketers have been forced to think “more outside of the box” if they want to insure consumer awareness, as well as consumer usage/re-purchase. As society changes, so must a corporation in terms of how it views its consumers and the markets that they are part of.

Story and Hess explore the ethical implications of creating committed customer relationships. Customers’ behaviors toward a brand changes as they become committed to the brand. The result is that, as customer commitment increases, the ethical burden on the brand also increases. The author’s findings may be of importance to brand managers who may be attempting to focus on building or managing customer-brand relationships.

Ruparelia, White and Hughes investigated the attributes that create brand trust in internet retailing. The authors found that brand trust is a complex concept that has not been fully studied nor understood as it relates to internet retailing. By examining the drivers of trust in the context of internet purchasing, the authors may shed some new insights into this complex concept.

Zbib, Wooldridge, Ahmed and Benlian investigate the country of origin effects among Lebanese consumers purchase of shampoo. The authors found that there are no differences in either overall quality perceptions of the product or the attribute evaluation of shampoos sourced from different countries. However, the purchase intent of consumers for certain brands is affected by changes in the country of origin of the shampoo. Thus, the authors state that marketers should attempt to leverage or build brand awareness.

Jung and Tey study the conditions for successful brand extension. The authors consider a situational factor (i.e. situational involvement) and a consumer personality factor (i.e. consumer innovativeness) as moderating factors for the effect of extension similarity on evaluation of brand extensions. The findings of this study provide useful implications to marketers who may be considering brand extensions. Marketers may need different strategies depending on the degree of extension similarity and the characteristics of their target consumers.

You will also find our Case study and Pricing Strategy & Practice section in this issue.

Also, please be certain to read the Book review section to gain further insight into selected publications, which might be of interest to you.

Richard C. Leventhal