This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can...

Assesses how branded ingredients affect consumer product quality perceptions, confidence in product quality perceptions, product evaluations, taste perceptions, purchase likelihoods, and reservation prices of host brands of varying quality. In two experiments, we find that branded ingredients...

Considerable attention has been focussed on the measurement of service quality. In fact, the 1990s has been referred to as the era of customer service. However, little empirical research has been done to demonstrate the impact of service quality on usage decisions. Product (brand or service)...

Previous research has suggested that party labels operate like brand names that citizens use to inform their votes. The article argues that this earlier work has focused too much on the content of party messages, while the informational value of party labels also depends on voter uncertainty...

Purpose – The purpose of this paper is to comment on Magnusson et al. 's paper. Rather than entering into the COO (country of origin) relevance debate, the author observes the shift from manufacturing to brand origin and outline consequences for future COO research by taking into account...

In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study...