Journal of Product & Brand Management: Volume 9 Issue 4

Strategic brand alliances: implications of ingredient branding for national and private label brands

Rajiv Vaidyanathan, Praveen Aggarwal

Current research on brand alliances has focused primarily on alliances between two known, national brands. However, there is significant benefit to both parties in an alliance…

Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Richard Buda, Yong Zhang

Subjects (n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message…

Brand dilution effect of extension failure – a Taiwan study

Arthur Cheng‐Hsui Chen, Shaw K. Chen

Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in…

Charity affiliation as a determinant of product purchase decisions

Roger Bennett, Helen Gabriel

A number of large UK charities have extended their product sales into areas not traditionally associated with non‐profit organisations. Examines the connection between a person’s…