Journal of Product & Brand Management: Volume 15 Issue 4

The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model

C.D. Simms, P. Trott

The paper aims to investigate the main aspects of perceptions of the Mini brand in the UK. Given that consumers' perceptions of a brand are represented by brand awareness and…

The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research

Alexander E. Reppel, Isabelle Szmigin, Thorsten Gruber

The aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research.

Managing the risk aspects of the product development process at the Upjohn Company

Lea Prevel Katsanis, Dennis Pitta

The aim of this paper is to describe an innovative practice that has implication for new product developers within and outside the pharmaceutical industry.

Brands, artifacts and design theory: a call to action

Michael T. Ewing

The aim of this paper is to emphasize the value of design theory in brand research.

Using polarisation to identify variations in behavioural loyalty to price tiers

Wade Jarvis, Cam Rungie, Steven Goodman, Larry Lockshin

This paper has two purposes: to use polarisation to identify variations in loyalty and to apply polarisation to an important non‐brand attribute, price.

The effect of price as a marketplace cue on retail patronage

Marguerite Moore, Jason Carpenter

The purpose of the study is to examine the effect of consumer price attitudes, which operate as marketplace cues, on retail format choice across a variety of store types in the…

The impact of the euro on the consumer decision process: theoretical explanation and empirical evidence

Charlotte Gaston‐Breton

Because its actual impact is still rather blurred, the euro brings up many questions among managers as well as gives rise to much marketing research. This paper aims specifically…

Edited by Geoffrey P. LantosFirst in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon

Kenneth J. Chapman

Editorial

Richard C. Leventhal