Journal of Product & Brand Management: Volume 7 Issue 2

Brand management in post‐NAFTA Mexico

Amit K. Ghosh

Liberalization policies of the Mexican government in the last decade and the enactment of NAFTA in 1994 have provided US firms with an opportunity to expand into Mexico. Before…

Fashion involvement, self‐monitoring and the meaning of brands

Susan Auty, Richard Elliott

This study considers the importance of fashion involvement in the interpretation of brands of jeans as measured by Snyder’s revised self‐monitoring scale, which discriminates…

Consumption values, sponsorship awareness, brand and product use

Nigel Pope

Despite suggestions that sponsorship awareness impacts on brand attitudes and purchase intention, the evidence is principally anecdotal or confined to particular instances in…

Positioning brand extensions: implications for beliefs and attitudes

Daniel A. Sheinin

Understanding how consumers form beliefs and attitudes about brand extensions is important. However, this process may be complex in brand extensions because beliefs can stem from…

The role of mood in price promotions

Chung‐kue Hsu, Ben Shaw‐Ching Liu

This paper deals with the issue of mood effects on perceived transaction value in the context of price promotions. Specifically, mood states appear to bias evaluation and…

Evaluating multidimensional prices

Andreas Herrmann, Martin Wricke

The price at which a product is offered often does not consist of a single item of information, for example VW Golf, price; DM25,476. Instead, a multidimensional pricing system is…