Journal of Product & Brand Management: Volume 22 Issue 3

Corporate motive and fit in cause related marketing

Dirk C. Moosmayer, Alexandre Fuljahn

Cause related marketing (CrM) has gained popularity in Europe within the past decade. Therefore, the authors aim to investigate corporate motive and the fit of a company brand…

The comparative influence of manufacturer and retailer brands on customers' purchase behavior

Thaweephan Leingpibul, S. Allen Broyles, Chiranjeev Kohli

The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer…

The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise

Justin Beneke, Ryan Flynn, Tamsin Greig, Melissa Mukaiwa

This study endeavours to examine the influence of perceived product quality, relative price and risk, respectively, on perceived product value and, ultimately, consumers'…

A cross‐cultural exploratory content analysis of the perception of luxury from six countries

Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Klaus‐Peter Wiedmann, Nadine Hennigs

The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people.

A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe

Cleopatra Veloutsou, George Christodoulides, Leslie de Chernatony

The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece.

Optimal pricing in tiered markets

K. Sivakumar

This article aims to extend the price‐quality trade‐off framework to derive new results for differential pricing strategies for brands in different brand tiers. The results are…

Applying the peak‐end rule to reference prices

Peter De Maeyer, Hooman Estelami

The objective of this paper is to propose and empirically test a potential mechanism for how consumers form reference prices. The proposed peak‐end rule of reference price…

Making the Product Development FrameWORK: Insights from the Frontlines

Ronald N. Borrieci

Brand Together: How Co‐creation Generates Innovation and Re‐energizes Brands

Marianna Sigala

Uprising: How to Build a Brand – and Change the World – By Sparking Cultural Movements

Nancy Furlow

Editorial

Richard C. Leventhal