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The purpose of this paper is to show that consumers' expertise of a product influences the number of attributes considered as important, the importance given to the attributes as well as the size and the content of the consideration set (CS).

A quantitative empirical study was carried out with 287 French wine consumers.

The results show that the attributes which were considered as important by the novices differ from those considered important by the experts and that the number of important attributes given by the novices (2) is lower than those given by the experts (7). Furthermore, the results show that the size of the CS itself is also influenced by subjective knowledge. On the other hand, this is not the case for the content of the CS.

The empirical study only focuses on one product category. The data were collected on the basis of statements rather than observations, which is liable to distort the results.

The paper shows that the visual attributes, such as the design and the packaging, are not sufficient to sell wine to French consumers, even if they are novices in this field.

While most research devoted to the effects of the CS focus on a single dimension of it, this paper tests simultaneously the effects on the size and on the variety of the CS, which is analyzed according to both a qualitative and quantitative approach.

The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand.

A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model.

Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values.

Store brands are considered as a whole, without distinction between product categories. The paper focuses on standard store brands only, excluding “premium” store brands.

Retailers can find a rationale for investing in their store brand range in order to differentiate themselves from their competitors. Managers should ensure that their store brands' image is seen as congruent with their own retailer brand image. In particular, more attention should be paid to the values reflected by the store brands and the store brands' price image.

The results indicate that store brands not only benefit from the strength of the retailer brand, but they also contribute, in a reciprocal way, to the improvement of the retailer image.

Brand extension strategies have become widespread since the early 1980s. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that produce better predictions of success or failure of new products launched with a well‐known brand name. Although the symbolic fit between established brand names and brand extensions is considered as one of the most important determinants of brand extension success or failure, managers need more accurate tools to determine, from a symbolic point‐of‐view, which brand extensions are consistent with their brand. This paper proposes to use Kapferer's brand identity prism to define more acceptable brand extensions.

Two studies were conducted. A first study aimed at developing a brand identity inventory (BII). In a second study, the BII's ability to predict brand extensions' success or failure was tested.

The second order structure of Kapferer's brand identity prism is confirmed. The paper then demonstrates that brand identity is useful to better predict acceptance of brand extensions.

In prior research, perceived fit was estimated by mono‐item measures or by few brand associations. Brand identity provides a more accurate estimation of the fit that can rely on attributes related to brand personality and brand values – the personal dimension of brand identity – or associations related to relationships and users' image – the social dimension of brand identity.

The findings can help managers to determine more consistent brand extensions when brands are already stretched.

The purpose of this paper is to show that the branded wine concept refers to a very heterogeneous category as regards wine made in France, but this sort of wine can appeal to certain types of consumers.

An initial qualitative study was carried out to explore consumer representation as regards branded wine. A second, quantitative, study enabled us, through a cluster analysis, to identify brand‐sensitive consumer segments in the wine field.

There is a divergence in consumer representation between novices and experts. The former considers A.O.C.s (Appellation d'Origine Contrôlée, a French official label of protected geographical indication) and regions as brands while the latter have a narrower vision of what a branded wine means. The “discoverers”, the youngest consumers (18‐29 years old), who are interested in wine and have little knowledge of it are most liable to be influenced by wine brands. The novices and routine consumers are also brand sensitive but to a lesser degree. The experts, on the other hand, are not influenced by brands.

The influence of the brand derives from the declarative. A more indirect measure which mixes the brand with other wine attributes would be preferable. The use of a sample of convenience means results can only be generalized with caution.

There indeed exists a place for branded wines on the French market but an association is needed with other attributes such as the origin and/or the grape variety.

Little research has been devoted to the French consumer's acceptance of branded wines.

Over the past decade climate change has become an inescapable aspect of social responsibility for the major retail chains who have sought to incorporate the environmental considerations into their communication strategies. The purpose of this paper is to look more closely at communications campaigns based on environmental theme through social networks.

In this respect, social media can be considered a direct communication tool conducive to the promotion of sustainable development. Therefore, the paper is based on a year-long study of one group’s official Facebook page.

The conclusions highlight the need for retail chains to strengthen the perceived consistency of their communication strategies on this subject, in order to retain their credibility.

Encouraging consumers’ contributions via Facebook may be considered as a relevant practice for greening retail, on the condition that internet users are convinced of the value and interest of this process, as examples of a company’s concrete actions, which provide hard evidence of its stated commitments. The authors also point out the implications of the results in the emerging context of omni-channel retailing.

This paper provides two kinds of added value. First its explore retailers’ practice on the subject of green marketing. Second, it provides significant learnings regarding the potential impact of communication in social media.