Journal of Product & Brand Management: Volume 18 Issue 1

Consumer centered “brand value” of foods: drivers and segmentation

Gillie Gabay, Howard R. Moskowitz, Jacqueline Beckley, Hollis Ashman

The purpose of this paper is to empirically test the consumer‐centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing…

Changing affective content in brand and product attributes

Marcus Abbott, Ray Holland, Joseph Giacomin, John Shackleton

This paper aims to explore whether consumers' cognitive reactions to a branded product remain stable over time. In many created concepts, entity attributes are such that cognitive…

Impulse purchases of new products: an empirical analysis

Nukhet Harmancioglu, R. Zachary Finney, Mathew Joseph

This paper aims to examine consumers' cognitive processes and motivations for making impulse purchases of new products.

A step‐by‐step process to build valued brands

Peter Boatwright, Jonathan Cagan, Dee Kapur, Al Saltiel

The primary purpose of this study is to illustrate an analytical method to identify tangible and intangible customer values and to translate those values into brand identity…

Examination of satisfaction in cross‐product group settings

S. Allen Broyles, Robert H. Ross, Thaweephan (Duke) Leingpibul

The purpose of this paper is to test a model that examines whether the “meets expectations” and “affective feeling state” perspectives of satisfaction are distinct constructs in a…

A longitudinal study on Australian online DVD pricing

Hongyi Li, Fang‐Fang Tang, Liang Huang, Fiona Song

The purpose of this paper is to analyze the online DVD market in Australia, which has not been researched so far, and to examine whether the pricing patterns in this market…

Plaiting pricing into product categories and corporate objectives

John Kehagias, Emmanuel Skourtis, Aikaterini Vassilikopoulou

Using the product classification proposed by the Commodity School as it was originally expressed and later developed, this research aims to focus on defining pricing strategies…

Brand Busters: 7 Common Mistakes that Marketers Make. Lessons from the World of Technical and Scientific Products

Mark Glynn

Why It Sells; Decoding the Meanings of Brand Names, Logos, Ads, and Other Marketing and Advertising Ploys

David Koranda

Editorial

Richard C. Leventhal