Purpose This paper aims to respond to the commentaries by Nejad, and Rand and Rust on the paper “Improving Agent-Based Models of Diffusion”. Design/methodology/approach Evidence on the nature of word of mouth was reviewed and related to the views expressed by the authors of the commentaries....

Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising...

Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...

This research examines the reasons for brand defection in a business-to-business financial service. Three cross-sectional studies examine customers who ceased using a brand in the previous month. The research shows that about 60% of brand defection occurs for reasons that brand managers cannot...

Purpose – The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other. Design/methodology/approach – The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study...

Purpose – Investigates the purchasing of brands across different price tiers. The purpose was to determine if buying across price tiers followed the same pattern widely found in brand purchasing, known as the Duplication of Purchase Law. Design/methodology/approach – Uses a consumer survey...

Purpose – This paper seeks to compare how brand users and non‐brand users currently position private labels and national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private labels and national brands through the outcomes....

Purpose – The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a...

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...