Journal of Product and Brand Management

Event sponsorship as a value creating strategy for brands
pp. 212-222(11)
Authors: Papadimitriou, Dimitra; Apostolopoulou, Artemisia; Dounis, Theofanis

Measuring the brand category through semantic differentiation
pp. 223-234(12)
Authors: Abbott, Marcus; Shackleton, John P.; Holland, Ray

Consumer innovativeness and consumer acceptance of brand extensions
pp. 235-243(9)
Author: Xie, Yu Henry

The implications of platform sharing on brand value
pp. 244-253(10)
Author: Olson, Erik L.

Brands portfolios and competitive advantage: an empirical study
pp. 254-264(11)
Author: Chailan, Claude

A comparative study of perceptions toward "scratch and save" promotions in Canada and Korea
pp. 265-271(7)
Authors: Choi, Sungchul; Kim, Moontae

Mode matters: an exemplar-prototype hybrid (EPH) model of reference price formation
pp. 272-279(8)
Authors: DelVecchio, Devon; Craig, Adam W.

Providing the tools to build brand share of heart: Gydget.com
pp. 280-284(5)
Author: Pitta, Dennis

Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?
pp. 285-286(2)
Author: Wolburg, Joyce M.