Journal of Product & Brand Management: Volume 8 Issue 2

National brand responses to brand imitation: retailers versus other manufacturers

Colleen Collins‐Dodd, Judith Lynne Zaichkowsky

Data from national brand manufacturers suggest they are more willing to take legal action against other independent manufacturers than against retailers when they think their…

Issues and challenges in the positioning of service brands: a review

Charles Blankson, Stavros P. Kalafatis

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of…

Microeconomic analysis‐based comparative evaluation of brands

Dimitrios A. Giannias

A brand is a kind of sign by which we can distinguish one commodity from another. Commodity prices, as well as consumers’ utility and firms’ profit, are affected by brands…

Strategies for building consumer brand preference

Pamela L. Alreck, Robert B. Settle

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists…

PRICING STRATEGY & PRACTICE“Why did you do that?” The important role of inferred motive in perceptions of price fairness

Margaret C. Campbell

There is research evidence that suggests that perceptions of price unfairness give rise to consumer resistance to prices and result in decreased profit to the firm. However, it is…

Pricing peculiarities of the UK petrol market

Marcel Cohen

The UK petrol market has experienced, over the last two decades, intense price competition and as such provides a rich source of information on some of the real‐world issues in…