Journal of Product & Brand Management: Volume 23 Issue 2

The effect of product category on consumer brand relationships

– This paper aims to investigate the effect of product category on consumer brand relationships.

Brand image and customers' willingness to pay a price premium for food brands

The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order…

A semiotic analysis of the extendibility of luxury brands

Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand…

Ethical consumers' brand avoidance

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns…

Threshold effects in pricing of high-involvement services

– The purpose of this research is to test for price threshold effects in the demand for high-involvement services for small businesses.

National culture and inter-tier price competition

– This research aims to examine the role of national culture dimensions in the nature of tier competition between high-tier brands and low-tier brands.

Drucker on Marketing: Lessons from the World's Most Influential Business Thinker

Marketing for Entrepreneurs, Second Edition

Pioneers of Digital

Brand Aesthetics

Executive summary of “A semiotic analysis of the extendibility of luxury brands”

Executive summary of “National culture and inter-tier price competition”

Editorial

Executive summary of “Ethical consumers’ brand avoidance”

Executive summary of “Threshold effects in pricing of high-involvement services”

Executive summary of “Brand image and customers’ willingness to pay a price premium for food brands”

Executive summary of “The effect of product category on consumer brand relationships”