Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has … effect of a default‐independent signal (i.e. a brand ally) combined with a default‐contingent signal (i.e. a warranty) on the … focal brand's evaluations. Design/methodology/approach – This paper reports the findings of a 2 (ally: none vs one) × 2 …

Brand managers face many challenges (including questions of brand strength, world‐class culture, “glocal” branding …, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented … for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal …

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify … the role, if any, that brand equity considerations have in the extension decision process. Uses a case study approach … extension process, summarized in the form of a process model. Concludes overall that extension decisions are more about brand …

Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of … Product and Brand Management ( JPBM ), this paper aims to analyze the changes in the way branding has been approached in … enrich brand management knowledge. Design/methodology/approach This paper includes internal historical literature review and …

Purpose This research distinguishes between abstract brand concepts built through the development of diverse product … investigates the joint effect of the two types of brand abstractness on building brand equity. Design/methodology/approach The … participant panel. Findings Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio …

Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits … brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of … Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample …

Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and …. Findings Results show that brand typicality and brand name and product appearance manipulations impact brand evaluation and … categorization. Regarding brand evaluation, under high typicality conditions, any manipulation of brand name and/or product …