Journal of Product & Brand Management: Volume 14 Issue 4

A functional and symbolic perspective to branding Australian SME wineries

James Mowle, Bill Merrilees

This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building…

Successful brand management in SMEs: a new theory and practical hints

Frank B.G.J.M. Krake

Brand management in small to medium‐sized enterprises (SMEs) is an area of study in its infancy. Although considerable literature has been published about brand management in…

How screening criteria change during brand development

John Saunders, Veronica Wong, Chris Stagg, Mariadel Mar Souza Fontan

Despite the increasing sophistication of new product development (NPD) research, the reliance on traditional approaches to studying NPD has left several areas in need of further…

Brand extensions: brand concept congruency and feedback effects revisited

Helge Thorbjørnsen

The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on…

Tourism destination branding complexity

Steven Pike

The paper proposes enhancing the understanding of the complex challenges inherent in the development of tourism destination brand slogans.

Inland technology: the quest for genuine replicas

Dennis Pitta

Proposes exploring a unique approach to the new product development process and its implications for new product developers

Risk and maximum acceptable discount levels

Ronald Drozdenko, Marlene Jensen

Studies on optimal discount levels have sometimes yielded contradictory results, leaving practitioners with unclear direction. This paper proposes clarifying the optimum discount…

Buyer behavior and procedural fairness in pricing: exploring the moderating role of product familiarity

Omar Shehryar, David M. Hunt

This research proposes studying how consumers' familiarity with products impacts the degree to which consumers are sensitive to a seller's violation of procedural fairness norms…

Edited by Geoffrey P. LantosSelling Sin: The Marketing of Socially Unacceptable Products (2nd ed.)

Joyce M. Wolburg

Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound

Jeffrey Podoshen