Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design … wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand … trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating …

Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has … effect of a default‐independent signal (i.e. a brand ally) combined with a default‐contingent signal (i.e. a warranty) on the … focal brand's evaluations. Design/methodology/approach – This paper reports the findings of a 2 (ally: none vs one) × 2 …

Brand managers face many challenges (including questions of brand strength, world‐class culture, “glocal” branding …, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented … for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal …

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify … the role, if any, that brand equity considerations have in the extension decision process. Uses a case study approach … extension process, summarized in the form of a process model. Concludes overall that extension decisions are more about brand …

Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of … Product and Brand Management ( JPBM ), this paper aims to analyze the changes in the way branding has been approached in … enrich brand management knowledge. Design/methodology/approach This paper includes internal historical literature review and …

Purpose This research distinguishes between abstract brand concepts built through the development of diverse product … investigates the joint effect of the two types of brand abstractness on building brand equity. Design/methodology/approach The … participant panel. Findings Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio …

Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits … brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of … Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample …