A study, by in‐home interviews using a fully structured questionnaire with 80 consumers of mineral waters and 86 consumers of fruit juice – grocery products where advertising had either been continuously increased or decreased: results suggests that consumer awareness of price for either...

Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to...

The role of multiple grocery retailers is acknowledged as change agents in the UK cheese market. However, in the continental cheese sector there is evidence to suggest that the current marketing strategy adopted by retailers may lead to diminishing returns. In reviewing the literature on...