Journal of Product & Brand Management: Volume 14 Issue 3

Consumer‐based brand equity: improving the measurement – empirical evidence

Ravi Pappu, Pascale G. Quester, Ray W. Cooksey

The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack…

A brand orientation typology for SMEs: a case research approach

Ho Yin Wong, Bill Merrilees

This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs).

Human resource management's role in internal branding: an opportunity for cross‐functional brand message synergy

Timothy W. Aurand, Linda Gorchels, Terrence R. Bishop

Many articles and books have been written about building, measuring and managing brand equity – primarily from the perspective of the marketing function. However, the management…

Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level

Simon Kwok, Mark Uncles

Aims to examine the proposition that consumer sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This…

Does brand trust matter to brand equity?

Elena Delgado‐Ballester, José Luis Munuera‐Alemán

The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands…

An investigation into the timing of consumer requests for price‐matching refunds

Monika Kukar‐Kinney

The paper proposes investigating the timing of consumer requests for price‐matching refunds, the relationship between the refund timing and consumer repeat store purchase and the…

The locus effect on inertia equity

Gewei Ye

The paper attempts to answer “Will the shift from the locus of self to locus of others impact the magnitude of loss aversion?” and “Will different prices affect the self‐other…

Brand Babble: Sense and Nonsense about Branding

Audhesh Paswan

Edited by Geoffrey P. Lantos Brand Aid (1st ed.)

Beyza Alpan

Building the Brand‐driven Business: Operationalize Your Brand to Drive Profitable Growth

Colin Jevons