Journal of Product & Brand Management: Volume 19 Issue 1

The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

Do line extensions influence parent brand equity? An investigation of supermarket packaged goods

The purpose of this empirical paper is to determine the effects of line extension introductions on parent brand equity.

Multiple brand alliances: a portfolio diversification perspective

The paper attempts to examine the effect of multiple brand alliances using a portfolio diversification approach.

How good does it taste? Is it the product or the brand? A contribution to brand equity evaluation

This experimental research seeks to offer a method for measuring the respective product and brand contributions to the global perceived quality dimension in the case of five…

On congruence between brand and human personalities

The purpose of this research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.

Pricing risky services: preference and quality considerations

This study intends to examine effects of price ending and level on preference for a provider of a risky service, LASIK eye surgery, which poses notable health and financial risk…

Service level, pricing strategy and firm performance in a manufacturer‐giant retailer supply chain

The purpose of this paper is to provide a framework to help the manufacturer and the giant retailer to obtain optimal service level, pricing strategy, and market structure in…

The Handbook of Field Marketing: A Comprehensive Guide to Understanding and Outsourcing Face‐to‐face Direct Marketing

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

The Design of Future Things

Measuring the impact of research

Editorial