Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn't considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health...

Purpose The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity. Design/methodology/approach An initial theoretical...

Purpose – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the...

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the...

Purpose – The purpose of this paper is to propose a new method to assess trade name distinctiveness. Design/methodology/approach – The authors implemented a two‐staged methodology. First, catchwords in trade names in the relevant database were identified and ranked according to how...