Journal of Product & Brand Management: Volume 10 Issue 2

Assessing the economic worth of new product pre‐announcement signals: theory and empirical evidence

Debi Prasad Mishra, Harjeet S. Bhabra

Actual and intended new product introduction announcements constitute significant events for firms’ customers, competitors, and investors. Typically, past research has focused on…

Steps in forecasting with seasonal regression: a case study from the carbonated soft drink market

Albert Caruana

Forecasting enables the efficient utilisation of a firm’s resources. There are various types of forecasting models that can be built. Illustrates the steps involved in building a…

Chinese brand naming: a linguistic analysis of the brands of ten product categories

Allan K.K. Chan, Yue‐Yuan Huang

Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed…

Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin

Kenny Lim, Aron O’Cass

Examines consumers’ perception of brands as influenced by their origins and the differences in classification ability between consumers’ knowledge levels. Specifically…