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The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.

The authors conducted three studies using an experimental approach.

Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.

This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.

To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.

This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches.

Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: within-category (scale) and cross-category (scope). The impact of the brand’s scale and scope on the sales performance of newly commercialized products by the brand is empirically investigated in the context of FMCG. Over 2,000 new products launched in 2009 and 2010 across 31 food and non-food FMCG product categories in the USA are included in the regression-based analysis.

The authors find strong evidence that brands with broader within-category scale and cross-category scope overall are associated with more successful new product introductions, and that these influences generally are driven more by increased product trial than by repeat or persistence. The authors argue that the higher new product performance observed for more established and proliferated brands may be attributed to advantages of firm product development abilities and product acceptance by the marketplace.

The current results serve to temper the strong cautions set forth in much of the marketing literature about the dangers of overextending the firm’s brand and product portfolio. These results also suggest that future research should be conducted to further understand more nuanced implications of how best to grow the scale and scope of the firm’s brand and product portfolio.

The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category.

Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors.

Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing the most significant declines. In addition, the current study observed no significant effects of involvement, as measured by attention to the message, on brand association measures for value‐based messaging when compared with brand messaging.

The current study suggests that promotional‐messaging can be detrimental to brand association measures, compared with non‐value‐based brand messaging within a durable goods category. More research is needed to understand the long‐term effects of different levels of usage of promotional‐based messaging as part of the marketing mix.

The nature of competition between different tiers (e.g. high‐tier vs low‐tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter‐tier competition is growing at an increasing rate, there has not been a comprehensive attempt to summarize the research in this stream. The objective of this article is to synthesize the research on inter‐tier competition, extract the key findings, discuss managerial implications, and offer future research directions.

Discusses individual generic ranges based on a series of interviews with senior personnel in major retail companies. Presents data from a survey of 200 generic purchasers, outlining the methodology and findings. Reveals that, in the UK, conditions are suitable for the development of generic ranges within the grocery sector.

Retailing, services marketing, marketing strategy.

Undergraduate Business and Management, MBA, MA Marketing/International Business.

Giordano is one of Asia's most successful retailers, with operations in East Asia, Southeast Asia, the Caribbean, and the Middle East. With a strong emphasis on customer service and value-for-money, Giordano was able to differentiate itself from its competitors. The question is: how can Giordano maintain its competitive advantage in the future? Amid increasingly stronger competitors and changing industry conditions, Giordano had to critically evaluate its sources of competitive advantage and key success factors, and perhaps consider repositioning itself in current and new markets.

This case is suited for a retailing or services marketing/management course. It demonstrates the power of a tight integration of marketing, operations, and human resource management to deliver value-for-money. Specifically, it can be used for the following teaching objectives: from a marketing perspective, this case can be used to demonstrate the successful integration of a strategy based on service orientation, value-for-money positioning, and aggressive advertising and promotions; and from a management perspective, the case can be used to highlight how the marketing strategy is being delivered through a clear focus on service staff (selection, training, and motivation) and operations (logistics, IT, and communications), combined with an organizational culture that encourages staff to try new things (and accept errors as a consequence).

Teaching notes.

Adopts a firm‐level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing knowledge by investigating a fundamental research question: “How do firms pursuing a prospector mode of market strategy differ from those pursuing a defender, analyzer or reactor strategy in terms of the product‐market positioning attributes they exhibit?“ Miles and Snow provide the basis for the assessment of strategy types, while “strategic market positioning” is characterised as the product‐market positions established by the firm. Conceptualises strategic market positioning as the ways in which firm‐specific resources and assets are deployed to build positional advantages in product‐markets. Presents analyses of data generated from high technology, medium and large, industrial manufacturing firms and discusses these results in the light of previous findings. Places particular emphasis on the distinguishing characteristics of prospector‐type firms. Identifies a number of potential research avenues from this study and discusses several implications for executives.

Uber China is a strategy pricing case that examines the role of customer acquisition tactics and brand positioning in entering the tantalizingly large Chinese market. The case adopts the perspective of an outside observer looking at Uber's efforts to compete in China from its entry in 2013 to its exit through its acquisition by Didi Chuxing, the highly dominant industry leader in China's ride-sharing market. After laying out the market opportunity, consumer and competitive landscape, and the various acquisition-related moves of Uber and the other major players, the case asks students to conduct a postmortem on Uber's failure in China. Specifically, they must consider what drew Uber to the opportunity in China and what it might have done differently in terms of positioning and customer acquisition to compete more effectively. First and foremost a pricing-related discussion, the case illustrates the relationship between pricing and acquisition tactics and brand positioning and the use of both in market entry and penetration.

Explores development in market segmentation relating to hospitality and tourism research published between 1990 and 1998. The literature is divided into three sections: segmenting a market; market targeting and marketing positioning. Identifies new areas for research, deeper examination of segments, identification of difference between markets, and more segments.

The purpose of this paper is to analyse how five price image dimensions influence shopping intentions for different store formats.

In total, 306 espondents evaluated three stores from a list of 18 retailers on a multiple‐item scale, resulting in 918 price‐image measurements. Based on these data, a covariance structure analysis in Mplus analyses the direct and indirect impact of five price image dimensions on shopping intentions. A multiple group analysis identifies differences in the effects between store formats.

The impact of image dimensions differs substantially between store formats. For discount stores, value for money is by far the most important image dimension. For supermarkets, price level and value are equally important, but price perceptibility and price processibility are also relevant. For organic food stores, value is most important, followed by price processibility and evaluation certainty. For the weekly market, price perceptibility plays a key role in explaining customers' shopping intentions.

The results carry several implications for retail pricing practice, as they indicate that retailers should not focus exclusively on price level competition. Depending on the store format, retailers should attach importance to the price image dimensions in varying degrees.

The study contributes to the literature by: advancing price‐image measurement; modelling direct effects on shopping intentions; analysing a number of different indirect effects in an integrated model; and taking the moderating effects of store format into account.