Journal of Product & Brand Management: Volume 12 Issue 1

When weaker brands prevail

Fredrik Lange, Sara Selander, Catherine Åberg

When consumers fulfill consumption goals they make decisions on first, from which product category to buy, and second, which brand to purchase within the product category. In this…

Product involvement/brand loyalty: is there a link?

Pascale Quester, Ai Lin Lim

In an empirical examination of the link between product involvement and brand loyalty, a convenience sample of 253 students were asked to complete a questionnaire relating to two…

Managing brand equity: a look at the impact of attributes

Chris A. Myers

Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias…

A new brand’s behaviour in an established market

Janet Hoek, Zane Kearns, Kathryn Wilkinson

Although managers can use panel data to monitor their brands’ performance in fast‐moving‐consumer‐goods categories, the regularities researchers have documented apply to…