Journal of Product & Brand Management: Volume 16 Issue 2

Harnessing the power of consumer insight

Dave Florin, Barry Callen, Mike Pratzel, Jeane Kropp

Marketing today requires gaining deeper understanding – beyond traditional insight‐gathering techniques –of the “whys,” “whens” and “hows” of human behavior. This article aims to…

British grocers' brand extension in financial services

Sylvie Laforet

This study aims to examine consumer fit perception, risks and brand trust in retail brand extension in financial services.

Branding strategy and consumer high‐technology product

Danilo Hamann, Robert L. Williams, Maktoba Omar

The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of high‐technology branding strategy.

Customers' willingness to purchase new store brands

Stephan Zielke, Thomas Dobbelstein

The purpose of this paper is to identify factors influencing customers' willingness to purchase new store brands.

A process model of brand cocreation: brand management and research implications

Emily Boyle

In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model of the process in order to elucidate the roles of the various…

Measuring reference price perceptions for new product categories: which measure is best?

Ben Lowe, Frank Alpert

The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference price for the, as yet, unstudied…

Processing fluency versus novelty effects in deal perceptions

Thomas Kramer, Hyeong Min Kim

The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses…

Building brand equity and share of heart at Nassau Valley Vineyards

Dennis Pitta

The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries.

Universities sell their brands

David L. Bunzel

The paper aims to discuss the current trend of universities to engage in marketing and branding programs. The motivation is often to enhance the university's reputation and to…

Edited by Geoffrey P. LantosFarce to Force: Building Profitable E‐commerce Strategies

Fahri Karakaya

From Brand Vision to Brand Evaluation, 2nd edition

Ed Sevilla

Branding Unbound

Kristin M. McGillicuddy

Editorial

Richard C. Leventhal