Focuses on the relations that product managers, as industrial buyers, develop with industrial service providers (advertising, promotional and marketing research agencies, lawyers, other consultants and distribution channels) in different business sectors in Greece. Investigates how brand...

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color...

Aims to predict purchase intentions for uni‐national and bi‐national products by examining the relationships among brand attitude, country‐of‐manufacture (COM), consumer ethnocentrism, product evaluation, and product attitude. The sample included 281 students from three Midwestern...

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...

Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students. Highlights three US texts that have been specifically adapted to the Australian market. Asserts that the most extensively...

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking...

Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious...