Journal of Consumer Marketing articles from September 1995

Journal of Consumer Marketing archives from September 1995

The relationship of reputation and credibility to brand success.
September 22, 1995... Reputation Reputation and credibility are concepts familiar to us all. Examples include whether to believe the product claims made by a manufacturer's advertising, credit check/verification for a new account, or whether to believe delivery...

Measuring customer-based brand equity.
September 22, 1995... Introduction Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The competitive advantage of firms that have...

The future of consumer branding as seen from the picture today.
September 22, 1995... Introduction The future of branding can best be determined by examining the state of branding today. While branding is too big a subject to examine in its entirety, these findings offer some good indications of what the global branding...

Brand name strategies in the service sector.
September 22, 1995... Introduction Choosing a brand name for a consumer product or service is so critical that some writers argue it is one of the most important marketing management decisions (Landler et al., 1991). A brand name can provide a customer with a...

Understanding brand equity for successful brand extension.
September 22, 1995... Introduction The costs of introducing a brand into a consumer market can be considerable, ranging above $50 million. It is a considerable investment and like most investments carries no guarantee of success. The recession of the early 1990s...

A vision for the year 2000: brand asset management.
September 22, 1995... It's time to change brand management At a recent conference on new product development for consumer packaged goods companies, over 200 middle and senior management executives were asked: "How many of you feel secure about where your brands...