Journal of Product & Brand Management: Volume 21 Issue 3

Assessing the six‐station corporate identity model: a polymorphic model

Jean Suvatjis, Leslie de Chernatony, John Halikias

The purpose of this paper is to address the issue of corporate identity modeling. Corporate identity is an abstract concept that takes many forms, from the brand and logo, to the…

Individual differences in consumer responses to traditional versus virtual concept testing

Ling Peng, Geng Cui, Chunyu Li

The purpose of this paper is to examine the influence of innovativeness, change seeking and cognitive effort on consumer responses to traditional versus virtual testing…

Gender differences in brand commitment, impulse buying, and hedonic consumption

Sigal Tifferet, Ram Herstein

Gender is one of the most common forms of segmentation used by marketers. However, not enough data on gender differences has been collected in the field of consumer behavior…

Wine label design and personality preferences of millennials

Statia Elliot, J.E. (Joe) Barth

To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and…

Corporate branding and transformational leadership in turbulent times

Hans Ruediger Kaufmann, Demetris Vrontis, Michael Czinkota, Alvin Hadiono

Environmental changes require higher levels of corporate authenticity when communicating with stakeholders. This is achieved by a congruence of stakeholder and brand identities…

Consumer processing of bundled prices: when do discounts matter?

Judy Harris, Edward A. Blair

The purpose of this paper is to examine how factors that affect the processing of bundled price information moderate consumer response to a price discount on the bundle…

Effects of gender and price knowledge on offer evaluation and channel transition in retail and e‐tail environments

Rajesh Chandrashekaran, Rajneesh Suri

The purpose of this paper is to examine how consumers evaluate identical price offers in retail versus e‐tail environments. Within that context, it seeks to examine the likelihood…

Killing the Giants – 10 Strategies to Topple the Goliath in Your Industry

Sylvia Keyes, Emerita

Retailing in 21st Century: Current and Future Trends, 2nd edition

Ardhendu Shekhar Singh

Wiki Brands: Reinventing Your Company in a Customer‐driven Marketplace

Janis Dietz

Editorial

Richard C. Leventhal