Table of contents
The performance benefits of being brand‐orientated
Ho Yin Wong, Bill MerrileesThis paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation.
A cross‐national validation of the consumer‐based brand equity scale
Isabel Buil, Leslie de Chernatony, Eva MartínezThis study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers.
Brand extension: the moderating role of the category to which the brand extension is found
Mehdi Seltene, Olivier BrunelThe objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This…
Online satisfaction, trust and loyalty, and the impact of the offline parent brand
Marianne Horppu, Olli Kuivalainen, Anssi Tarkiainen, Hanna‐Kaisa EllonenThe objective of this paper is to examine online brand relationships, and the linkage between satisfaction, trust, and loyalty on the web site level. The web site is considered to…
Recognizing the rights of consumers as brand co‐owners
Ross D. PettyThis paper aims to assert that trademark law is too restrictive and that consumers should have some rights to a brand independent of the brand owner.
Product innovation and management in a small enterprise
Dennis A. PittaPurpose – This paper aims to describe a product innovation and management approach that is in use by one small enterprise that may be of value to others. …
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou