Journal of Product & Brand Management: Volume 14 Issue 5

Online consumer communities and their value to new product developers

Dennis A. Pitta, Danielle Fowler

To explore an emerging area in internet practice that has implications for new product developers.

Effective marketing of small brands: niche positions, attribute loyalty and direct marketing

Wade Jarvis, Steven Goodman

This paper aims to explain the structure of the market from the perspective of small brands and to discuss marketing strategy implications.

Customer and brand manager perspectives on brand relationships: a conceptual framework

Colin Jevons, Mark Gabbott, Leslie de Chernatony

To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.

Brand sickness and health following major product withdrawals

Lynne Eagle, Jacinta Hawkins, Philip J. Kitchen, Lawrence C. Rose

The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and…

When Hershey met Betty: love, lust and co‐branding

Søren Askegaard, Anders Bengtsson

This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the…

Are hypermarket prices different from discount store prices?

Francisco Javier Rondán Cataluña, Manuel J. Sánchez Franco, Angel Francisco Villarejo Ramos

Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.

Memory distortion and consumer price knowledge

Lan Xia

Research has shown that there are different dimensions of price knowledge. But it is still not clear what consumers can remember upon price exposure and what can be retrieved…

The Future of Competition: Co‐Creating Unique Value with Customers

Peter A. Schneider

The Customer Learning Curve: Creating Profits from Marketing Chaos

Charles McMellon

Full Frontal PR: Building Buzz about Your Business, Your Product, or You

Kirk Hazlett