Journal of Product & Brand Management: Volume 7 Issue 5

A tale of two cities: an examination of fashion designer retailing within London and New York

John Fernie, Christopher M. Moore, Alexander Lawrie

The focus of this paper is two‐fold. First, it examines the growth strategies adopted by fashion design houses to transform and reposition their businesses from relatively small…

Place‐based marketing strategies, brand equity and vineyard valuation

Stephen F. Thode, James M. Maskulka

Many firms, wine producers among them, have successfully communicated the quality of their products to the market by emphasizing the geographic origin, or location of production…

Using celebrity endorsers effectively: lessons from associative learning

Brian D. Till

The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars…

Concepts and strategy guidelines for designing value enhancing sales promotions

Srini S. Srinivasan, Rolph E. Anderson

Sales promotions are probably the least understood and least analyzed of all the promotional tools, yet they are among the most costly and most frequently used. Today’s top…

Estimating the effect of odd pricing

Philip Gendall

This study used choice modelling to estimate the effect of odd pricing on the demand for three products: a $4 can of fly spray, a $7 block of cheese, and a $50 electric kettle…

Pricing in separable channels: the case of parallel imports

B. Rachel Yang, Reza H. Ahmadi, Kent B. Monroe

Multinational companies marketing their undifferentiated products to different countries unintentionally may create a problem for themselves. A low price in one country may…