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Because patients are more likely to follow advice from healthy weight rather than overweight physicians, seeks to determine whether physician overweight could be predicted by self‐reported physician eating behaviors.

An anonymous, written, self‐administered, pre‐tested, confidential survey of practicing physicians in the Midwestern USA was undertaken.

Most surveyed physicians (394 or 74 per cent) completed the survey. The results indicate that stress at home (OR 2.62, CI 1.35‐5.08) was most significantly and strongly predictive of physician overweight (BMI>25kg/m²), as were particular eating behaviors, including eating food provided at the medical office. Assessment of overall health was significantly and strongly inversely proportionally predictive (OR 0.43, CI 0.30‐0.62) of physician overweight as well.

The research implies that, like patients, practicing US physicians are susceptible to feelings other than hunger which prompt over‐eating and weight gain. Limitations include study of a single, specific sample of physicians, and an exclusive focus on food and nutrition. Future research may wish to include measures of fitness and exercise.

Physicians are susceptible to predictable, particular feelings other than hunger which prompt over‐eating and overweight. Physician ability to respond to these feelings and to ameliorate the stresses and factors associated with them may help improve physician overweight and, in turn, physician ability to facilitate patient weight loss.

The purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved, specifically PUMA, the “Boycott PUMA” campaign, the Israeli Football Association and UEFA/FIFA.

This article is a position and conceptual paper, designed to generate a discussion on what is an emotive consumer boycott campaign. A distinction is made between political boycotts and consumer boycotts, whether it is possible to separate sport from politics, and if PUMA's claimed position of neutrality in this conflict can be achieved.

The focus here is on PUMA's corporate social responsibility statement in which they claim that sport and politics do not mix, with their response to Russia's invasion of Ukraine in 2022 undermining this claim. PUMA's commitment to social justice is being used by the “Boycott PUMA” activists to expose the disconnect between PUMA's stated vision and its actions.

PUMA's brand has been built on creating a particular type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged.

With very little research available on the Israel/Palestine from a sport sponsorship and marketing perspective, this article offers an original and much needed assessment of a potentially significant campaign.

The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment.

An interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries.

Data indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific.

Knowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research.

The study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs.

This study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution.

The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.

A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts.

The paper offers the “corporate brand association base model” as a conceptual framework for brand‐to‐brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network.

A useful source for brand managers in the process of co‐positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances.

The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in‐house leverage and external leverage of the corporate brand.

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity.

Data were collected in three European countries: Spain, UK, and Norway. A series of analyses of variance (ANOVA) were conducted to test the hypotheses.

Brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. Results also reveal that parent brand equity dilution is higher when the brand used to launch the extension has high equity. Finally, findings indicate different consumers' responses to extensions and effects on parent brand equity across countries.

Important directions for future research would be to include other countries and carry out a more in‐depth analysis to understand the effect of culture.

Managers should launch extensions with high perceived fit. In addition, greater effort is needed to extend high equity brands, due to their greater dilution. Finally, managers need to understand that consumer evaluations and feedback effects of the same brand extensions can vary due to cultural differences between consumers. Therefore, standardised brand extension strategies should be carefully considered.

The study focuses, not only on consumer evaluations of extensions, but also on the effects of extensions on the parent brand equity. Furthermore, this paper is one of the first to empirically examine and show that consumer evaluations of extensions and feedback effects on parent brand equity differ across countries.

As part of the V.10 F programme financed by Service Technique de la Production Aeronautique (STPA), AEROSPATIALE and DASSAULT — BREGUET have joined forces to produce a single Falcon 10 wing entirely made of carbon fibre. This wing has just been sent from the AEROSPATIALE Company's Nantes factory to the Toulouse Aernautic Testing Centre. A second wing will also be built, but this time, by DASSAULT‐BREGUET Biarritz plant. The two wings will be used for static fatigue testing. The programme calls for another pair of wings, one to be made by each of the same firms. They will later be mounted to a Falcon 10 for flight testing.

The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research agenda for the exploration of marketing frameworks – such as service quality, consumer behaviour and relationship marketing – in the new and rather unusual context of complementary and alternative medicine (CAM).

The paper reviews the literature on CAM from a UK and a US perspective and provides the findings from a small online survey of users of CAM.

Initial research suggests that factors ancillary to the main therapeutic purpose of the medical treatment, particularly the level of personal care felt by the client, can have a substantial effect on client satisfaction. It is suggested that this is a sector in which marketing through relationships, networks and alliances is practised extensively and implicitly, and, therefore, that it would be a fruitful context in which to research and to apply relationship marketing principles.

The paper develops a research agenda for further inquiry into the emerging area of business and marketing in CAM.

Anthologies are an important contribution to literature from small presses. They are often collections with a theme used as a way of introducing new writers and new subjects. Small presses usually showcase the work of a wide range of writers from many cultures. The anthologies in this column reflect this tradition.

This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image.

Data were obtained from 699 face‐to‐face interviews conducted in Spain. Structural equation modelling was used to test the proposed hypotheses.

The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Consumer attitude depends, in turn, on initial brand associations, perceived category fit, perceived image fit and consumer innovativeness. Brand familiarity also shows indirect effects.

The model should be tested with extensions of the same (line extensions) or different categories. It is also necessary to analyse non‐fictitious products, and to take different moderating effects into account.

The results suggest how to protect the brand image from unsuitable extension strategies. The paper shows what kind of perceived fit is more important for consumers as well as the direct and indirect role of several variables.

The paper extends previous research by proposing a complete framework that considers the factors that influence either the attitude to the extension or the attitude to the extended brand.