Journal of Product & Brand Management: Volume 7 Issue 6

Are Australasian brands different?

Malcolm Wright, Anne Sharp, Byron Sharp

Over the last 30 years a range of empirical generalisations has been developed about the performance of competitive brands in frequently purchased product categories. These…

Competitive brand‐choice and store‐choice among Japanese consumers

Kau Ah Keng, Mark Uncles, Andrew Ehrenberg, Neil Barnard

The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent…

How advertising slogans can prime evaluations of brand extensions: further empirical results

Kevin Pryor, Roderick J. Brodie

A replication of Boush’s exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First…

The importance of brand‐specific associations in brand extension: further empirical results

Mark S. Glynn, Roderick J. Brodie

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original…

Choosing between line extensions and second brands: the case of the Australian and New Zealand wine industries

Richard Speed

When managers launch a new product line into a category already served, they must decide whether to launch this as a line extension or as a second brand. This research seeks to…

Brand association and memory decay effects of sponsorship: : the case of the Australian Formula One Grand Prix

Pascale Quester, Francis Farrelly

Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should…

The promotional planning process and its impact on consumer franchise building: the case of fast‐moving goods companies in New Zealand

David Stewart, Bridget Gallen

The promotional planning process is seen as being responsible for many of the problems associated with the increase in sales promotions. Planning, implementation and evaluation…

The brand concept and Australian consumer behaviour texts: a review

Margaret Craig‐Lees

Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students…