Journal of Product & Brand Management: Volume 17 Issue 4

Event sponsorship as a value creating strategy for brands

The present research involves corporations that served as Grand National Sponsors of the Athens 2004 Olympic Games and aims to explore whether a strategic approach was employed in…

Measuring the brand category through semantic differentiation

This paper aims to explore the cognitive processing mechanisms of concepts and categories by examining the methodologies behind how branded‐product concepts behave in the second…

Consumer innovativeness and consumer acceptance of brand extensions

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

The implications of platform sharing on brand value

The paper seeks to examine empirically the potential dilution and enhancement of brands that share product platforms with other brands.

Brands portfolios and competitive advantage: an empirical study

The paper seeks to contribute to the understanding of brand portfolio management by examining the brand portfolio strategies of four leading cosmetics companies. The research…

A comparative study of perceptions toward “scratch and save” promotions in Canada and Korea

The paper seeks to examine cross‐cultural differences in how consumers evaluate “scratch and save” (SAS) promotions (which are characterized by uncertainty of savings outcomes…

Mode matters: an exemplar‐prototype hybrid (EPH) model of reference price formation

This research aims to integrate two theories of reference price formation and to test the resulting exemplar‐prototype hybrid (EPH) model's predictions. Study 1 tests the…

Providing the tools to build brand share of heart: Gydget.com

The purpose of this paper is to describe a practice that has implications for promoting new product innovations in a variety of industries. The ultimate objective of product…

Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?

This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand.

Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty

The Psychology behind Trademark Infringement and Counterfeiting

Editorial