Purpose – The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach – A quantitative approach using...

Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach – A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery...

Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has not explored the effects of using multiple types of quality signals. The purpose of this paper is to explore the joint effect of a default‐independent signal (i.e. a brand...

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...

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. Data relating to 11 extension launches were collected from...

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 research, highlight the current challenges the discipline...

Purpose This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types of...