Journal of Product & Brand Management: Volume 18 Issue 4

Function and problems of brand name pharmaceuticals

Herbert Jack Rotfeld

This paper aims to discuss the problems faced by US consumers as insurance companies use brand names as a heuristic tool to identify medical profligacy, penalizing consumers with…

Corporate brand reputation and the adoption of innovations

David Corkindale, Marcus Belder

This paper aims to investigate how the strength of a corporate brand influences the adoption of an innovative service, and the main components of the construct: corporate brand…

Perceptual categorization of private labels and national brands

Magda Nenycz‐Thiel, Jenni Romaniuk

This paper seeks to compare how brand users and non‐brand users currently position private labels and national brands in three packaged goods categories. It aims to provide…

Measuring customer‐based brand equity: empirical evidence from the sportswear market in China

Xiao Tong, Jana M. Hawley

This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.

A mixed method approach to understanding brand personality

Raj Arora, Charles Stoner

This paper aims to use a mixed method (qualitative and quantitative) approach to exploring product personality. It also aims to focus on the personality dimensions of two retails…

Does a brand have to be consistent?

Steve Charters

This conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature…

Issues in a down economy: blue oceans and new product development

Dennis Pitta

The purpose of this paper is to describe a conceptual strategy approach that can be applied to product development.

Could higher fees lead to lower prices?

Fabio Ancarani, Eitan Gerstner, Thorsten Posselt, Dubravko Radic

Supplementary fees such as restocking fees, nonrefundable shipping and handling fees, and cancellation fees have become prevalent in the USA, and customers as well as the popular…

The moderating role of price consciousness on the effectiveness of price discounts and premium promotions

Mariola Palazón, Elena Delgado

This study aims to integrate price consciousness into the promotional effectiveness framework. Specifically, it aims to analyse whether price consciousness affects the evaluation…

CRM in Real Time – Empowering Customer Relationships

Kenneth J. Sousa

From Concept to Consumer: How to Turn Ideas into Money

Kirk Hazlett

Spanning Silos: The New CMO Imperative

Satish K. Nair

Editorial

Richard C. Leventhal