European Journal of Marketing: Volume 53 Issue 1

Do brands compete or coexist? How persistence of brand loyalty segments the market

Jagdish Sheth, Anthony Koschmann

This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or…

Understanding and responding to new forms of competition

Kevin Lane Keller

The purpose of this note is to provide some brand strategy perspectives to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market.

Commentary: do brands compete or coexist?: By Sheth and Koschmann. From brand to subcategory competition

David Aaker

A response to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market.

Comments on “Do brands compete or co-exist?”

Gerard J. Tellis

This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist?” How persistence of brand loyalty segments the market.

Do brands compete or coexist? A response to the responses

Anthony Koschmann, Jagdish Sheth

This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”.

The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy

Teck Ming Tan, Jari Salo, Jouni Juntunen, Ashish Kumar

The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining…

Consumption field driven entrepreneurship (CFDE): How does membership in the indie music field shape individuals’ entrepreneurial journey

Athanasia Daskalopoulou, Alexandros Skandalis

This study aims to explore how membership (initially as a consumer) in a given field shapes individuals’ entrepreneurial journey.

Moving beyond Goffman: the performativity of anonymity on SNS

Killian O’Leary, Stephen Murphy

This paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking…

How far is too far? : Investigating purchasing across packaged goods and services categories for retailer branded products

Magda Nenycz-Thiel, Jenni Romaniuk

Retailers are increasingly adding banks, gas stations, mobile services and even real estate agencies to their portfolio and branding these new ventures with the retailer name…

How TV sponsorship can help television spot advertising

Steven Bellman, Jamie Murphy, Shruthi Vale Arismendez, Duane Varan

This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising.