Journal of Product & Brand Management: Volume 20 Issue 6

Key changes and challenges for brands in an uncertain environment

Oriol Iglesias, Jatinder J. Singh, Mònica Casabayó

Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and…

The role of brand images in consumer practices: uncovering embedded brand strength

Anne Rindell, Oskar Korkman, Johanna Gummerus

The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.

Operationalising brand heritage and cultural heritage

Ulla Hakala, Sonja Lätti, Birgitta Sandberg

Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is…

Antecedents of luxury brand purchase intention

Kuang‐peng Hung, Annie Huiling Chen, Norman Peng, Chris Hackley, Rungpaka Amy Tiwsakul, Chun‐lun Chou

There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships influencing…

Diffusing the boundaries between luxury and counterfeits

Linda Lisa Maria Turunen, Pirjo Laaksonen

The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.

Antecedents of brand preference for mobile telecommunications services

Ahmed Alamro, Jennifer Rowley

This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan.

Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

Carsten Baumgarth, Lars Binckebanck

This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements…

Marketing Accountability: How to Measure Marketing Effectiveness

Ana Isabel Canhoto

Brand About. A Seriously Playful Approach for Passionate Brand‐Builders and Merchants

David Bishop

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business

Kirk Hazlett

Editorial

Richard C. Leventhal