Journal of Product & Brand Management: Volume 7 Issue 3

Brands: the asset definition and recognition test

Tony Tollington

This paper examines the boundary within which the recognition of an asset currently takes place. It proposes the establishment of a new boundary based upon “separability” which…

Young fashion leaders’ and followers’ attitudes toward American and imported apparel

Pierre Beaudoin, Mary Ann Moore, Ronald E. Goldsmith

This study investigates if femalesfashion leaders and fashion followers differ in their attitudes toward buying imported and domesticapparel products. A sample of 283 female…

Designing products for variety and how to manage complexity

Biren Prasad

When products are designed for variety, the number ofparts, number of models, and the number of their brands increases. This increases the level ofcomplexity the organization has…

Standardization vs globalization: a new perspective of brand strategies

José F. Medina, Mike F. Duffy

This paper argues that meaningsgiven to “standardization” and “globalization” might have created some confusion and precipitatedpotentially misleading research results in the…

Asymmetric price competition and store vs national brand choice

Praveen Aggarwal, Taihoon Cha

Sales and market share of storebrands have been growing significantly at the expense of national brands. The decision to purchasea store brand or a national brand has been modeled…

The Price Is Right...or is it? Demographic and category effects on consumer price knowledge

Hooman Estelami

For over a quarter of a century, the television game showThe Price Is Right has been testing American consumers’ knowledge of prices for a wide array ofproducts. The settings of…