Journal of Product & Brand Management: Volume 22 Issue 1

Subject:

Table of contents - Special Issue: Research in emerging markets: advances in product and brand management

Guest Editors: Professor K.B. Saji

Exploring branding strategies of FMCG, services and durables brands: evidence from India

Bikram Jit Singh Mann, Mandeep Kaur

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

14026

Investigating the role of firm resources and environmental variables in new product commercialization

K.B. Saji, Shashi Shekhar Mishra

The purpose of this paper is to explain the role of firm resources and environmental variables for pursuing new product commercialization in high‐tech markets.

1272

Discerning product benefits through visual thematic analysis

Abhilash Ponnam, Jagrook Dawra

There is a lack of a framework that explicates how to determine the benefits that consumers desire from a product. The purpose of this article is to formulate a scientific…

2521

Role of content strategy in social media brand communities: a case of higher education institutes in India

Kalpana Chauhan, Anandan Pillai

The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on…

9403

Moderating roles of organizational inertia and project duration in the NPD process: an empirical investigation

Shashi Shekhar Mishra, K.B. Saji

The purpose of this paper is to empirically validate the moderating roles of organizational inertia and project duration in the new high‐tech product development process.

Using financial analysis to assess brand equity

Steven Isberg, Dennis Pitta

The purpose of this article is to describe a method of assessing brand equity quantitatively.

3942

The effect of decision context on perceived risk in pricing strategies: how managers view uncontrollable environmental forces

Howard Forman, James M. Hunt

The purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies.

2306

Odd pricing effects: an examination using adaptation‐level theory

Brian R. Kinard, Michael L. Capella, Greg Bonner

Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates…

2395
Cover of Journal of Product & Brand Management

ISSN:

1061-0421

Online date, start – end:

1992

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Dr Cleopatra Veloutsou