Table of contents
Industrial brand management: a distributor’s perspective in the UK fine‐paper industry
Carl‐Johan RosenbröijerDeals with brand management issues concerning brand as a resource for an industrial distributor. The brand resource can either be controlled by the producer – producer brand – or…
1977
A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets
Sharyn Rundle‐Thiele, Rebekah BennettSeeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types…
12966
Evaluation of brand equity measures: further empirical results
Marisa Maio MackayPresents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that…
7375
Changing a drug from Rx to OTC status: the consumer behavior and public policy implications of switch drugs
Elizabeth H. Creyer, Illias Hrsistodoulakis, Catherine A. ColeThe rapid proliferation of drugs being switched from prescription (Rx) to over‐the‐counter (OTC) status within the USA has raised a number of important consumer behavior and…
1916
ISSN:
1061-0421e-ISSN:
2054-1643ISSN-L:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou