Editorial
| Pages | 669-670 |
| Published date | 20 November 2017 |
| DOI | https://doi.org/10.1108/JPBM-09-2017-1585 |
| Date | 20 November 2017 |
| Author | Francisco Guzmán,Cleopatra Veloutsou |
| Subject Matter | Marketing,Product management,Brand management/equity |
Editorial
Welcome to the last issue of Volume 26 of the Journal of Product
and Brand Management. This issue has in total eight contributions.
The firstf ourcontributions included in this issue cover a myriad of
current and relevant brand and product management topics,
while the others are the last four pricing strategy papers that the
journal will publish. We hope that this willbe enjoyable and useful
for your research. The authors of the eight papers in this issue are
researchers based at universities from five differentcountries.
Michelle Childs develops a systematic literature review on
brand extension feedback effects. After analysing relevant
publications, she identifies a set of research issues that have
inhibited the advancement of this stream of literature. Specific
research questions are presented to address the issues identified.
O’Reilly, Mumuni, Newell and Addic ott examine the
relative impact of three drivers affe cting consumers’usage
consideration for a brand extension in to a service category
using data from actual consumers of an oil change retailer.
Their results indicate that paren t brand evaluations are the
strongest driver of brand exten sion usage consideration,
regardless of extension fit or the degr ee of service intensity of
the extension. In addition, the findings suggest that the closer
the fit to the parent brand, the more likel y the extension is
considered. In contrast, consume rs are less likely to consider
using an extension as the level of service intensity increases.
Han-Chiang, Lado and Rivera-Torres examine consumer
attitude towards a new type of co-branded high-technology and
luxury products (HLCPs). They apply the Affect-Behaviour-
Cognition model of attitudes to explore how affect and cognition
drive consumer behaviour towards HLCPs. Using structural
equation modeling, they find that consumers use both affect and
cognition simultaneously when forming an attitude towards
HLCPs. Also, consumers’perception of product fitrepresentsa
more relevant driver of consumer behaviour with respect to
brand fit.
Zhu, Cao and Li explore how logo desig n characteristics
influence consumer response bas ed on visual representation.
Using the Kansei Engineer method, 1 15 logos of youth
education brands were classified in to three categories –
abstract, natural and text mark . Their results show that four
factors –sense of contemporaneity, s ense of aesthetics, feeling
of interest and sense of style –affect the liking of a logo.
Xia and Bechwati present a model that li nks price
promotions to checkout donation s. They argue that price
promotions evoke two perceptio ns/emotions, feelings of
gratitude and perceived sacrifice of purchase, which,
consequently, influence the likelih ood to donate. Their
findings suggest that compared to no-d iscount situations,
high discounts enhance consumers ’intention to donate, while
low discounts reduce this intenti on. The effects are mediated
by feelings of gratitude and sacr ifice and moderated by effort
obtaining the discount and format of the discount.
DelVecchio, Heath and Chauvi n explore how multi-unit
discounts (MUDs) increase sales re lative to other discounting
frames. They test the effective ness of MUDs in both the field
and a lab. Their study demonstrates the value of MUDs by
showing that positive multi-unit pr ice/quantity signals are
potent enough to match and even exceed the s ales produced
by larger discounts on single items.
Estelami and Nejad explore how a manager’s price responses to
price cuts by a competitor are affected by his/her cognitive style,
gender and entrepreneurial attitudes. Through two studies, they
find significant effects for cognitive style, gender and
entrepreneurial attitudes. Individuals with stronger entrepreneurial
attitudes and analytical cognitive styles, and females, are less likely
to engage in reactive price reductions.
Finally, Mario Kienzler explores the relationship between the
five basic personality traits of the five-factor model (extraversion,
conscientiousness, openness to experience, agreeableness and
neuroticism) and three basic pricing practices (value-,
competition- and cost-informed). Through the examination of
the pricing decisions of 57 managers in relation to a new business
service, his findings suggest that managers’conscientiousness
and openness to experience are positively related to preference for
value-informed pricing. Similarly, managers’agreeableness is
positively related to preference for competition-informed pricing,
and managers’openness to experience and agreeableness are
positively related to preference for cost-informed pricing.
For this issue, the Journal of Produc t and Brand Management
relied on the help of 17 reviewers ba sed in nine different
countries. They are listed below in alphabetical order:
1 Siddharth Bhatt, Drexel University, USA;
2 Ursula Bougoure, University of Newcastle, Australia;
3 Christop Burmann, University of Bremen, Germany;
4 Ana Filipa Corte-Real, Universidade Catolica Portuguesa,
Portugal;
5 Eric Dolansky, Brock University, USA;
6 Shan Feng, William Patterson University, USA;
7 Elaine Francisco Maffezzolli, Pontifical Catholic
University of Parana, Brazil;
8 Bianca Grohmann, Concordia University, Canada;
9 Jony Haryanto, President University, Indonesia;
10 Kostis Indounas, Athens University of Economics and
Business, Greece;
11 Beichen Lang, East Tennesee State University, USA;
12 Raj Manchanda, University of Manitoba, Canada;
13 Sanjay Mishra, University of Kansas, USA;
14 Scott Motyka, Keck Graduate Institute, USA;
15 HG Parsa, Denver University, USA;
16 Lei Song, Stockton University, USA; and
17 Amanda Spry, Cardiff University, UK.
We would like to thank all these reviewers fo r helping the
journal to improve the quality of its con tent by providing their
time and expertise.
We hope that you find reading this is sue intellectually
stimulating and enjoyable.
About the authors
Francisco Guzmán (PhD, ESADE-Universitat Ramon Llull) is
an Associate Professor of Marketing at the University of North
Texas. His research focuses on branding and social
transformation and includes branding and corporate social
responsibility, branding and sustainability, political candidate
branding, brand equity and brand co-creation. His work had been
Journal of Product & Brand Management
26/7 (2017) 669–670
Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2017-1585]
669
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