Table of contents
Brand alliances: the role of brand concept consistency
Even Johan Lanseng, Lars Erling OlsenPrevious research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example…
The benefits of manufacturer brands to retailers
Mark S. Glynn, Roderick J. Brodie, Judy MotionThe purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand.
Destination discount: a sensible road for national brands?
Barbara Deleersnyder, Oliver KollThis paper aims to study the consequences of listing national brands in discounters. Is the discount channel a promising outlet for manufacturer brands? Is it an effective means…
Matching service recovery solutions to customer recovery preferences
Doan T. Nguyen, Janet R. McColl‐Kennedy, Tracey S. DaggerThis paper aims to argue that, traditionally, service recovery attempts have paid little attention to customer preferences. Despite attempts to recover the customer, firms…
Strategies used to defend pharmaceutical brands from generics
Dean C.H. Wilkie, Lester W. Johnson, Lesley WhiteThis research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By…
Effects of message framing and involvement on price deal effectiveness
Eyal Gamliel, Ram HersteinPrice deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of…
Examining the relationship between brand emotion and brand extension among supporters of professional football clubs
Ibrahim Abosag, Stuart Roper, Daniel HindThere is debate and controversy about the use of branding in sport. Often, fans show loyalty to their club that many brands could only dream of, and a key argument of previous…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall