Journal of Product & Brand Management: Volume 23 Issue 4/5

Examining the brand name – mark relationship in emerging markets

The purpose of this research is to investigate whether the brand name–mark sound symbolism relationship extends beyond US marketplaces to emerging markets. Sound symbolism…

“Natural” labeling and consumers’ sentimental pastoral notion

This study aims to investigate the appeal of “natural” labeling and builds on past research which suggests that people may have a naïve pastoral view of nature and natural…

Can vague brand slogans promote desirable consumer responses?

– This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions

The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical promotions…

An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union

The aim of this study is to evaluate rugby fans’ attitudes toward financial sponsorship, specifically event sponsorship and Dove Men+Care and its association with the Welsh Rugby…

Brand switching of high-technology capital products: how product features dictate the switching decision

The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching…

Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle:

The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about…

Price promotions and their effect upon reference prices

The purpose of this study is to resolve inconsistencies in the literature about how one-time price promotions affect reference prices. Specifically, this study suggests that the…

Who pays the price for loyalty? The role of self-consciousness

This paper aims to study the role of self-consciousness from the point of view of firm loyalty. Firms increasingly vie to gain, and then maintain, loyal consumers. A firm’s…

The Human Brand

Global Luxury Trends: Innovative Strategies for Emerging Markets

Market Your Way to Growth: 8 Ways to Win

Qualitative Consumer & Marketing Research

The New Brand Spirit: How Communicating Sustainability Builds Brands, Reputations and Profits

Defending Your Brand

Executive summary of “An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union”

Executive summary of “Who pays the price for loyalty? The role of self-consciousness”

Executive summary of “Brand switching of high-technology capital products: how product features dictate the switching decision”

Executive summary of “Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle”

Executive summary of “‘Natural’ labeling and consumers’ sentimental pastoral notion”

Executive summary of “Price promotions and their effect upon reference prices”

Executive summary of “Can vague brand slogans promote desirable consumer responses?”

Executive summary of “Examining the brand name: mark relationship in emerging markets”

Editorial

Executive summary of “Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions”