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This paper pays particular attention to three major areas: inspection effectiveness, repair effectiveness and maintenance induced failures. These three areas are frequently ignored not only in the design of the system but later during the operation of that system. It is often assumed that inspectors are infallible – they will always see a crack if one is present and would never reject a component unless it was in an unsatisfactory condition. However, instinctively, although not necessarily with any mathematical rigour, the most likely time for a computer program/system to fail is shortly after it has been “enhanced”. Although it may be difficult and, in some cases, even impossible, to quantify these effects precisely, it is nonetheless important to be aware that they exist, to understand how they may affect the overall operational effectiveness of a system, and what steps can be taken to avoid them.

November 14, 1969 Contract — Construction — Supply of gas — Indemnity — Consumers to indemnify gas board against claims for injury or damage “caused by any action … of the consumers, their servants or agents whether arising directly or indirectly out of the supply of any gas or apparatus” — Escape of gas from faulty main — Explosion touched off by act of consumers' employee — Negligence — Board mainly liable v Whether entitled to be indemnified for own negligence.

Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such opportunities for growth and profitability are enticing, pursuing them could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price discount and perceived fit) make a parent brand more susceptible to dilution.

This experimental study manipulates brand concept (premium or value brand) and price level (horizontal or vertical: −20per cent, −80per cent) and measures perceived fit to test effects on parent brand dilution. ANOVA and t-tests are used for the analysis.

Vertical extensions dilute the parent brand, but horizontal extensions do not. Dilution is strongest for premium (vs value) brands and when line extensions are discounted (i.e. −20per cent or −80per cent lower than the parent brand), regardless of the perceived fit between brand concept and brand extension price. Overall, brand concept is the strongest predictor of parent brand dilution in the context of vertical-downward extensions.

This study establishes which factors emerge as important contributors to parent brand dilution. Although previous studies on brand dilution are abundant, few studies have compared the effects of horizontal and vertical extensions on brand dilution. This study offers strong theoretical as well as practical implications.

The purpose of this research is to examine the nature of consumers' relationships with branded spokescharacters by drawing upon brand personality theory and reader‐response theory, focusing specifically on food trade characters. We aim to show that the persuasive power of these characters resides not only in their appearance, but also in the complex narratives consumers project (sometimes unwittingly) onto the spokescharacter.

The paper reports the results of a survey – blending quantitative and qualitative methodologies – designed to document consumer perceptions, affective responses and spontaneous associations to different characters (i.e. Aunt Jemima, Robin Hood, Betty Crocker, Uncle Ben, Poppin' Fresh the Pillsbury's Doughboy, and M. Felix and Mr Norton, characters created by a Montreal‐based cookie company).

The results revealed that consumers associate spokescharacters with distinct personality profiles. Also, a connection was found between spokescharacters and narrative: a relationship where the characters become part of a larger narrative paradigm and more importantly, a relationship where the consumer is cast in a specific role vis‐à‐vis the spokescharacter.

These results should invite brand managers to stay current with the variety of associations that consumers form and how these associations influence the perception of their brand's personality. The results further underscore the need to understand the role into which consumers are cast vis‐à‐vis a branded character. Future research should examine cross cultural differences in the perception and narratives of branded characters, especially since many multinational companies use branded characters across cultural divides.

The paper shows how consumers play an active role in rendering a spokescharacter likeable, credible, and even memorable and documents the narratives that engage consumers and are both constructed collaboratively with them and propagated by them.

Introduction Consider a hi‐fi loudspeaker manufacturing company acquired on the brink of insolvency by an American multinational. The new owners discover with growing concern that the product range is obsolete, that manufacturing facilities are totally inadequate and that there is a complete absence of any real management substance or structure. They decide on the need to relocate urgently so as to provide continuity of supply at the very high — a market about to shrink at a rate unprecedented in its history.

This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image.

Data were obtained from 699 face‐to‐face interviews conducted in Spain. Structural equation modelling was used to test the proposed hypotheses.

The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Consumer attitude depends, in turn, on initial brand associations, perceived category fit, perceived image fit and consumer innovativeness. Brand familiarity also shows indirect effects.

The model should be tested with extensions of the same (line extensions) or different categories. It is also necessary to analyse non‐fictitious products, and to take different moderating effects into account.

The results suggest how to protect the brand image from unsuitable extension strategies. The paper shows what kind of perceived fit is more important for consumers as well as the direct and indirect role of several variables.

The paper extends previous research by proposing a complete framework that considers the factors that influence either the attitude to the extension or the attitude to the extended brand.

In the face of increasing resource insecurity, environmental degradation and climate change, more governments and businesses are now embracing the concept of the circular economy. This chapter presents some historical background to the concept, with particular attention paid to its assumed opposite, the ‘linear’ or growth economy. While the origins of the circular economy concept are to be found in 1960s environmentalism, the chapter draws attention to the influence of the then ‘new’ sciences of ecology and ‘cybernetics’ in shaping the public environmental discourse of the period. It also draws attention to the background of the present linear economy in postwar policies that encouraged reconstruction and a social and economic democratisation across the West, including an expansion of mass-consumption. It emphasises the role of the 1960s counterculture in generating a popular reaction against this expansionary growth-based agenda, and its influence in shaping subsequent environmentalism, including the ‘metabolic’ and ecological economic understanding of the environmental crisis that informs the concept of the circular economy. Reflecting upon this historical preamble, the chapter concludes that more attention should be paid to the economic, cultural and social contexts of consumption, now more clearly the main driver of our global environmental crisis. Without now engaging more directly with the ‘consumption problem’, the chapter argues, it seems unlikely that the goals of the circular economy can be met.

“Certification”, in the context of this book, is an endorsement by a professional body that a member of that profession has attained a specified set of advanced performance standards. Application for NBPTS advanced certification is usually voluntary and available to all members of the profession (who have had to have at least three years experience in the profession). It is based on assessment of performance; it is not an academic qualification, or a record of professional development courses attended. It is portable – it belongs to the person (it is not a job or position or classification specific to a school or employer). A professional certification system is not in itself a performance pay scheme, but it does aim to provide a service to the profession, to the public and to employing authorities seeking a credible basis on which to provide incentives for professional development and recognition to teachers who reach high standards. Most important, it acknowledges that the individual who gains this certification is demonstrably teaching at the highest levels in our profession.

The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process.

Data were collected through a questionnaire administered to 150 Italian consumers. All the items were related to a real corporate brand – Procter & Gamble (P&G) – and to seven of the product brands in its portfolio. The choice of the Italian context and the P&G brand was motivated by the fact that P&G has recently adopted a shift in its brand strategy, starting to give prominence to the corporate brand in its communication campaign in Italy.

The dilution process does not describe the effect of a change in strategy on corporate brand equity, but the bookkeeping/subtyping cognitive process does. This suggests that consumers tend not to revise corporate brand equity when they perceive many product brands behind it.

The value of the present paper is to deal with a relevant and current topic: the brand architecture dynamism. This research is an exploratory step to satisfy the need for theory-based research on consumer responses to the shift in the brand portfolio architecture strategy.