Journal of Product & Brand Management: Volume 16 Issue 5

An analysis of the repositioning of the “BMW Mini” brand

C. Simms, P. Trott

This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored…

Managing brand consistent employee behaviour: relevance and managerial control of behavioural branding

Sven Henkel, Torsten Tomczak, Mark Heitmann, Andreas Herrmann

This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The…

Does Diageo make your Guinness taste better?

Laurent Muzellec, Mary Lambkin

The paper aims to analyse the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo)…

How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations

Cochen Wu, Yung‐Chien Yen

The purpose of this paper is to explore how the strength of brand associations, different brand breadths, and the similarity between a parent brand's product categories and its…

New consumers need new brands

John Burnett, R. Bruce Hutton

The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these…

Format effects in volume discounts to consumers

Béatrice Parguel, Pauline De Pechpeyrou, Ouidade Sabri‐Zaaraoui, Pierre Desmet

Using a classification of benefits and costs of promotional offers along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's…

The current status of course offerings in pricing in the business curriculum

Patrick H. McCaskey, Donald L. Brady

The purpose of this study is to determine the availability of pricing courses in AACSB‐accredited undergraduate programs, determine what curricular trends are happening in the…

Edited by Geoffrey P. LantosPrivate Label Strategy: How to Meet the Store Brand Challenge

Sylvia Keyes

Editorial

Richard C. Leventhal