Purpose: The purpose of this paper is to examine the debate about brand marketing that occurred as part of the 1930s consumer movement and continued after the Second World War in academic and regulatory circles. Design/methodology/approach: This paper presents an historical account of the...

Retailers attempt to assure consumers that their deals are bargains using a variety of marketing tactics. Because consumers continue information and price searches until satisfied with the amount of the information to make a purchase, such bargain assurances (BAs) can change consumers' shopping...

Purpose – This paper aims to assert that rather than challenging brand parodies, brand owners should consider allowing them in order to expand brand equity to convey a brand personality that includes a sense of humor. Design/methodology/approach – The article analyzes recent brand product...

Purpose – This research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s. Design/methodology/approach – The research examines historical legal records including registrations for commercial prints and...

Purpose – This paper aims to discuss the early brand protection efforts of Coca‐Cola. Design/methodology/approach – The paper examines the hundreds of trademark infringement challenges brought by Coca‐Cola in courts and before the US Patent and Trademark Office and develops a tripartite...

Purpose – This article aims to examine the US history of practices that mask the marketing content of messages to consumers and of the public policy approaches taken towards such practices. Design/methodology/approach – This research examines both primary sources such as legal challenges and...

Purpose – The purpose of this article is to examine the US history of advertising regulation, both formal and informal and public and private – particularly focused on advertising that is likely to mislead consumers about attributes, characteristics or performance of advertised products....