Journal of Product & Brand Management: Volume 18 Issue 6

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/10610420910972756. When citing the…

Extending the brand: controllable drivers of feedback effects

Teresa Montaner, José M. Pina

The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the…

Corporate brand management in higher education: the case of ERAU

Tamilla Curtis, Russell Abratt, William Minor

There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the…

Loyalty's influence on satisfaction in cross‐cultural settings

S. Allen Broyles

The purpose of this paper is to examine the influence of customer loyalty on the predictive relationship between the meets expectations and affective feeling state customer…

New product development: an overlooked but critical course

Geoffrey P. Lantos, Donald L. Brady, Patrick H. McCaskey

This paper aims to examine the felt need for new products in organizations, the nature of the new product development (NPD) discipline, and the usefulness of NPD education, in…

Brand credibility in cause‐related marketing: the moderating role of consumer values

Enrique Bigné‐Alcañiz, Rafael Currás‐Pérez, Isabel Sánchez‐García

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM)…

Creating a culture of innovation at Portugal Telecom

Dennis A. Pitta

The purpose of this paper is to describe an implementation process that can aid companies in improving organizational innovation.

Product categories, returns policy and pricing strategy for e‐marketers

Ruiliang Yan

The purpose of this paper is to provide a framework to help e‐marketers to find an optimal returns policy and pricing strategy in order to maximize their profits.

A framework for understanding consumptive delay: rebate proneness and redemption

Michael McCall, Carol L. Bruneau, Aimee Dars Ellis, Kimberly Mian

In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage…

Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re‐energize Their Brands

Ivana First

Changing the Game: How Video Games are Transforming the Future of Business

Michael Barone

Instant Appeal: The 8 Primal Factors that Create Blockbuster Success

Carla Stalling Walter

Editorial

Richard C. Leventhal