Journal of Product & Brand Management: Volume 17 Issue 5

Investigating antecedents and consequences of brand identification

Sven Kuenzel, Sue Vaux Halliday

This study aims to analyse the influences of prestige, satisfaction, and communication on brand identification and to show how brand identification influences word‐of‐mouth and…

Global brand equity model: combining customer‐based with product‐market outcome approaches

Haizhong Wang, Yujie Wei, Chunling Yu

There is a growing interest in brand formation and brand valuation among global firms today, but global marketers typically ignore one of the key factors of brand building �…

The dirt on bikes: an illustration of CART models for brand differentiation

Jiang Lu, Joseph B. Kadane, Peter Boatwright

Purpose – The primary purpose of this study is to illustrate a statistical method to identify product attributes that differentiate branded products from those of competitors. …

Causal path modeling of grocery shopping in hypermarkets

Randall Shannon, Rujirutana Mandhachitara

The purpose of this paper is to examine attitudinal and behavioral shopping patterns related to hypermarket shopping in an Asian market, which has undergone a revolutionary…

Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status

Aron O'Cass, Eric Choy

The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status…

Price fairness

Herman Diller

The purpose of this article is to integrate the various strands of fair price research into a concise conceptual model.

The effect of buyer's gender, risk‐proneness, and time remaining in an internet auction on the decision to bid or buy‐it‐now

Omar Shehryar

This paper aims to study how buyers' gender and risk proclivity, and the time remaining in an internet auction, influence whether buyers buy at fixed prices or bid.

Profit Maximisation through Customer Relationship Marketing: Measurement, Prediction and Implementation

Marianna Sigala

Hidden in Plain Sight: How to Find and Execute your Company's Next Big Growth Strategy

Tom Kuczmarski

Editorial

Richard C. Leventhal