Brand extensions are always tempting to marketers, and in the case of luxury brands the allure is particularly strong. While the path to luxury brand success may be partly paved with extensions, there are even more examples of brand extension disasters that litter the way. Brand extensions...

The increase in various social problems has caused practitioners to review fear appeals in order to influence behaviour. The Aids pandemic is a major concern and some advertising campaigns do not seem to be producing the expected results. This study used structural equation modelling to...

The UK hospitality industry increasingly relies on part-time rather than full-time employees to provide more flexible and cost-effective operations with potential trade-offs for service quality. Part-time employees can be divided into two distinct groups -- permanent and temporary -- each with...

This article investigates differences between perception and actual consumption of alcohol in young adults within the UK, suggesting that inaccurate information in the public domain may hamper those seeking to drink safely plus the development of moderate drinking cultures. Results confirm that...

While most brands belong to individual enterprises, some brands are collective and based in a single territory. This paper, based on qualitative research, examines the characteristics of these territorial brands using the case study of the wines of Champagne in France. Employing a series of...

type="main" xml:id="ajar12033-abs-0001" <p>With asymmetric information, consumers need to rely on the reputation of wine to define quality before the purchasing. Amongst the tools available for underlining reputation, geographic location is considered to offer high potential. Today, some wines...</p>