Table of contents
Why are all financial services brands not great?
Leslie de Chernatony, Susan CottamTo investigate the factors characterising financial services brands in the UK which are succeeding rather than thriving.
Are brands forever? How brand knowledge and relationships affect current and future purchases
Franz‐Rudolf Esch, Tobias Langner, Bernd H. Schmitt, Patrick GeusThe purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships…
Brand corrosion: mass‐marketing's threat to luxury automobile brands after merger and acquisition
Pavel Štrach, André M. EverettThe purpose of this research is to explore the practical implications of brand management decisions, particularly those involving the combination of luxury and mass‐market brands…
Customer advocacy and brand development
Christopher Lawer, Simon KnoxThe purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.
Price misleading advertising: effects on trustworthiness toward the source of information and willingness to buy
Simona RomaniThe aim of the research reported is to investigate consumers'reactions to advertisements containing misleading information on price. The underlying thesis is that such advertising…
Dimensions of price salience: a conceptual framework for perceptions of multi‐dimensional prices
Hyeong Min Kim, Luke KacherskyThe purpose of this article is to conceptualize dimensions of price salience. Price salience influences price perceptions and deal evaluations. This is especially true when a…
Beyond branding: from abstraction to cubism
Nicholas IndTo point out the limitations of on over‐scientific approach to branding.
Innovations in new product development at Universal Pipe and Fittings
Hobart Swan, Dennis PittaTo describe an innovative practice that has implication for new product developers.
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou