Journal of Consumer Marketing: Volume 13 Issue 3

Using promotional messages to manage the effects of brand and self‐image on brand evaluations

Timothy R. Graeff

Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations…

Estimating the call option values embedded in closed‐end automobile leases

John B. White

Believes that a feature of most closed‐end automobile leases is the right to purchase the car for a specified price at the termination of the lease. This characteristic of a…

Brand origin: conceptualization and review

Mrugank V. Thakor

Argues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many brands ‐ the origin…

An examination of the cross‐cultural differences in service quality: the example of Mexico and the USA

Paul Herbig, Alain Genestre

Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international…