Journal of Product & Brand Management: Volume 16 Issue 1

The Supermalt identity: how Brixton‐based Afro‐Caribbean consumers construct a Danish malt beer brand as one of their own

Tino Bech‐Larsen, Lars Esbjerg, Klaus G. Grunert, Hans Jørn Juhl, Karen Brunsø

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in Brixton on a…

Why buy second‐best? The behavioral dynamics of market leadership

Woonbong Na, Youngseok Son, Roger Marshall

In most markets it is possible to identify a brand leader and a number of brand followers. The purpose of this paper is to address the following question: “Why should any consumer…

Television viewers' motivations to follow the 2005 Ashes Test series: implications for the rebranding of English cricket

Roger Bennett, Rehnuma Ali‐Choudhury, Wendy Mousley

The aim of this paper is to examine the factors that induced people to follow the 2005 Ashes cricket series on television and to explore the implications of these factors for the…

Does image of country‐of‐origin matter to brand equity?

Norjaya Mohd Yasin, Mohd Nasser Noor, Osman Mohamad

The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity.

The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases

Andreas Herrmann, Lan Xia, Kent B. Monroe, Frank Huber

This paper aims to link conceptually the concepts of price fairness and customer satisfaction and empirically demonstrate the influence of perceived price fairness on satisfaction…

Advertised versus unexpected next purchase coupons: consumer satisfaction, perceptions of value, and fairness

Patrali Chatterjee

This research aims to investigate how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next‐purchase coupons as delayed rewards or immediate…

Edited by Geoffrey P. LantosThe Google Story

Kenneth J. Sousa

Strategic Performance Management: Leveraging and Measuring Your Intangible Value Drivers

William B. Mesa

Editorial

Richard C. Leventhal

Emerald at 40

Rebecca Marsh