Editorial

Citation

Leventhal, R.C. (2013), "Editorial", Journal of Product & Brand Management, Vol. 22 No. 2. https://doi.org/10.1108/jpbm.2013.09622baa.001

Editorial

Article Type: Editorial From: Journal of Product & Brand Management, Volume 22, Issue 2

In the global marketplace, a company’s main focus tends to be making an effort to be certain the company’s brand is well recognized, is positioned to be effective against competition, and is consistent in building brand equity. All this effort, however, is dependent upon the consumer attitudes and beliefs about that particular company and its brand[s]. What cannot be taken for granted is that a company’s prior success with a brand will continue as long as that company competes in a particular market with what they consider to be an effective marketing strategy. As a key player, the consumer holds the key to the success or failure of a brand’s ongoing success or failure.

Krystallis examines the importance of tobacco differentiation attributes (i.e. nicotine and tar content, length, flavor and thickness) in market performance and loyalty levels of brands. The author finds that two types of categories prevail: first, a family brand based

Which is mainly relevant for large brands; and second, an attribute apparent for small family brands. Two types of switching behaviors can be considered: first within family brands, switching among product attributes for the larger brands; and second within product attributes, switching among family brands for smaller brands. The author’s findings may have direct implications for the development of anti-smoking policy in terms of th3e exact functioning of product differentiation as part of the tobacco industry’s strategy.

Borin, Lindsey-Mullikin and Krishnan investigate the impact of three green strategies on key consumer metrics. More specifically, consumers’ purchase intentions of new green, recycled/refurbished products, and green company process and a non-green product process are measured. Consumers believe that purchasing green products or products from green companies may be a way that they can help the environmental problems that society faces today. This research provides guidance to companies pursuing this market by evaluating different product and process approaches to this growing social trend.

Nadeau, O’Reilly and Heslop explore the relationships among country, destination, mega-event and sponsor images through the evaluations formed of each entity. Based on data collected from a sample of Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega-event itself and sponsors. The authors provide evidence to show that Olympic games’ image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships.

Gamliel and Herstein hypothesized that involvement would moderate the effect of message faming on consumers’ perceived monetary gain when considering cheaper products, as well as on product choice. Presented with a negative relative to positive frame, highly involved participants perceived a higher monetary gain when purchasing the cheaper product; no corresponding differences were found for low-involved participants. Retailers and highly involved consumers should consider the possible effect of message framing on the perceived monetary gain and on the choice between products that differ in price and quality.

Fang, Gammoh and Voss explore the joint effect of a default-independent signal (i.e. a brand ally) combined with a default-contingent signal (i.e. a warranty) on the focal brand’s evaluations. The authors found that individually both brand alliance and warranty were a significant signal of product quality. However, the use of multiple types of signals, as opposed to one signal, did not add incrementally to consumer’s perceived quality evaluations of a focal brand. Risk reduction mediated the effects of brand ally and/or warranty on the focal brand’s evaluations.

In this issue, you will also find our informative Book Review section.

Richard C. Leventhal